The Rise and Stall of a Fair Trade Pioneer: The Cafedirect Story

TY - JOUR

T1 - The Rise and Stall of a Fair Trade Pioneer

T2 - The Cafedirect Story

AU - Davies, Iain A.

AU - Doherty, Bob

AU - Knox, Simon

PY - 2010/3

Y1 - 2010/3

N2 - This is a case study investigating the growth of fair trade pioneer, Cafedirect. We explore the growth of the company and develop strategic insights on how Caf,direct has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the marketing, networks and communications channels of the brand which have led to rapid growth from niche player to a mainstream brand. However, the company is experiencing a slow down in its meteoric rise and we question whether it is possible for the company to regain its former momentum with its current marketing strategy.

AB - This is a case study investigating the growth of fair trade pioneer, Cafedirect. We explore the growth of the company and develop strategic insights on how Caf,direct has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the marketing, networks and communications channels of the brand which have led to rapid growth from niche player to a mainstream brand. However, the company is experiencing a slow down in its meteoric rise and we question whether it is possible for the company to regain its former momentum with its current marketing strategy.

UR - http://www.scopus.com/inward/record.url?scp=75949090878&partnerID=8YFLogxK

U2 - 10.1007/s10551-009-0145-6

DO - 10.1007/s10551-009-0145-6

M3 - Article

SN - 0167-4544

VL - 92

SP - 127

EP - 147

JO - Journal of Business Ethics

JF - Journal of Business Ethics

IS - 1

ER -