The Challenges of Marketing Fair Trade - Wynne, Sandy
The Challenges of Marketing Fair Trade - Wynne, Sandy
The Challenges of Marketing Fair Trade - Wynne, Sandy
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CHAPTER 5: Future Research Areas<br />
In pursuit <strong>of</strong> this ultimate goal, more research in a variety <strong>of</strong> areas will help the<br />
stakeholders find new solutions and improve current practices. A few possible areas for<br />
further study include:<br />
1. Has the mainstreaming <strong>of</strong> <strong>Fair</strong> <strong>Trade</strong> influenced corporate behavior? If so what are<br />
those influences?<br />
2. Do a feasibility study to see if a single global <strong>Fair</strong> <strong>Trade</strong> e-library is worth pursing and<br />
how that library would function and look?<br />
3. How can <strong>Fair</strong> <strong>Trade</strong> be integrated into undergraduate and graduate college level<br />
studies? Should there be a separate course devoted to <strong>Fair</strong> <strong>Trade</strong>? Is there demand?<br />
Design a course <strong>of</strong> study.<br />
5. What marketing strategies are most effective for retailers <strong>of</strong> <strong>Fair</strong> <strong>Trade</strong> Certified<br />
Products? How should fairly traded products be treated in this strategy?<br />
6. How is the <strong>Fair</strong> <strong>Trade</strong> movement in the U.S. different from the UK and Europe? Do an<br />
in-depth comparison study <strong>of</strong> Trans<strong>Fair</strong> USA and <strong>Fair</strong>trade Foundation.<br />
7. Do a strategic analysis <strong>of</strong> Trans<strong>Fair</strong> USA.<br />
8. Examine the growth potential <strong>of</strong> <strong>Fair</strong> <strong>Trade</strong> Certified products in markets in<br />
developing countries. What marketing strategies would be involved?<br />
9. Document the entire process, issues and costs for a start up <strong>Fair</strong> <strong>Trade</strong> committed<br />
company to sell <strong>Fair</strong> <strong>Trade</strong> Certified products.<br />
10. Develop an online course for educating employees <strong>of</strong> companies carrying <strong>Fair</strong> <strong>Trade</strong><br />
Certified products.<br />
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