Fairtrade UK in Retrospect: From the Niche Genesis to the Revelatory Mainstreaming Marketing Strategy Era (Late 1950s - Late 2000s)
This paper critically and systematically examines the discourse surrounding the history of fairtrade development, stakeholder involvement and the implications of mainstreaming marketing strategy on consumer engagement in the UK from the late 1950s to the early 2010s. It highlights the pioneering ro...
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| Format: | Article |
| Language: | English |
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EconJournals
2019-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://www.econjournals.com/index.php/irmm/article/view/8288 |