Integrating Business Perspectives - Young Movers Company - Case Study Example

Student Name: Tutor: Title: Integrating Business Perspectives Group Report Course: Table of Contents Table of Contents 2 Executive Summary 2 Introduction and background of project report 4 Business Concept 9 Value Proposition 15 Delivering Value 16 Situate 18 Report/Communicate Value 19 Recommendations 21 References 22 Executive Summary This is a report that discusses the business concept of Young Movers Company established to trade in Fair Trade certified goods as a means to promote fairness and alleviate poverty. The company will also be involved in creative productions like plays and narrative to sensitize and create awareness about fair trade and its importance to poverty reduction. Fair trade can be applied in the empowering disadvantaged communities in an effort to fight poverty. The plight of workers, producers and exporters in developing countries will also be highlighted during the production of creative works. The report has seven distinct segments that elaborate about the inception, practices and activities of Young Movers Company and the overall goal of the project. The introduction provides the background information about the business concept and elaborates the principles of fair trade. Part 2 provides the business concept analysis in detail by looking various parts that make up the products being sold by the company which enhances fair trade. Part 3 looks at value proposition where positioning, customer targeted and needs of the customer are discussed. Part 4 looks at delivering value where the creation of the business buzz and business value are discussed. Part 5 talks about situation of the business where the organization form and the cost/benefit analysis have been explained. Part 6 is communicating value and Balance scorecard analysis has been used to discuss the business concept. The report winds up with recommendations explaining the importance of the business concept and how it can be expanded. Sources consulted are found in the reference list. Introduction and background of project report The majority of coffee beans in the world are produced in developing countries by small-scale farmers. The farmers possess very little bargaining power in the industry that is run by powerful and large international coffee companies hence they are compelled to accept and be contented by the unstable and low prices of the coffee beans. In the past ten year prices have fallen to as low as 3 cents from the previous $ 3 with the farmer bearing the effect of this phenomenon. Twenty-five million small-scale farmers as well as their families have been affected resulting in malnutrition and children dropping out of school as a result of abject poverty. Despite the improvement of coffee prices in the recent past the dynamics within the coffee market have not changed ways that ensures sustainability of those people who are the very bottom of the supply chain (Boersma, 2009). These are the important people in the supply chain but they benefit the least in the coffee trade. Fairtrade principles are often neglected as businessmen seek to cash on the profits from the sale of products without considering the hustle of the exporters, workers and producers. Paying disadvantaged communities a fair price for their work is important towards encouraging them to work harder and be more productive than before hence eradicate the wicked problem of poverty. Some of the products that are fairtrade certified in Australia include chocolate, tea, rice, soccer balls and handicrafts. It is important to expand the range of products that are fairtrade certified. Fair trade is a social movement that has the major priority of assisting producers in developing countries to achieve better trading conditions and promote sustainability. Members advocate for exporters being given a higher price and high environmental and social standards. The target is to promote higher levels of equality throughout international trading partnerships using transparency, dialogue, and respect. It enhances sustainable development through providing better trading conditions, as well as securing the rights of producers and workers who are marginalized in developing nations. Fair Trade is a basic response to the inability of conventional trade to provide sustainable livelihoods and development chances to people in many poor countries around the globe. The situation is evidenced by close to two billion people who in spite of working very hard survive on less than 2 dollars a day. Hardship and poverty constrain choices of people whereas market forces further exclude and marginalize them (Moseley, 2008). This exposes the innocent victims to exploitation. Young Movers as a company will train its members on the values and principles that will keep the group in operation in order to accomplish its mandate upon establishment. The organization will target to sensitize youths about the essence of fair trade practices and impart in them to disseminate the same information to fellow youths. Youths are an important group of the society and their contribution can be valuable into creating awareness and accountability on the part of consumers in Australia. Young Movers will partner with like-minded organizations to promote fair trade principles in Australia and across Asia-Pacific. Very few importers or businessmen conform to the principles of fair trade. Some people have no knowledge about fair trade and need sensitization while others ignore them since they want to continue to reap the same profits as before. Fairtrade describes an independently audited, production certification, as well as a labeling system established with the mission of assisting those who produce and grow coffee to get a fair ground (Valkila, Haaparanta & Niemi, 2010). Young Movers will ensure the principles of fair trade are adhered to but its members and within any transaction. The business will make sure it follows the principles of fair trade in their business operations and practices. Fair trade principles have been established applying the global principles of the World Fair Trade Organization as their basis. It will be a culture of Young Movers to embrace fair trade principles. Fair trade principles are as follows: Principle one The first principle concerns creating opportunities for producers who are economically disadvantaged. The world fair trade organization aims at poverty eradication or reduction through trade. Margined small producers are supported regardless of them being cooperatives, grouped in associations or are independent family businesses. The aim is to facilitate them to move self-sufficiency from the level of income security and poverty. Principle two The second principle concerns transparency and accountability. The world trade fair organization makes sure that is transparent in its commercial and management relations. The organization is accountable to its stakeholders and adheres to the confidentiality and sensitivity of supplied commercial information. Participation of members, employees and producers in decision-making is highly valued by the organization. Principle three The third principle involves fair trading practices. The organization trades with concern for economic, environmental, and social well-being of marginalized small producers and does not exploit them. There is professionalism and responsibility in meeting commitments in a manner that is timely. The suppliers have to respect contracts and provide goods on time and according to desired specifications and quality. Fair trade buyers recognize the financial disadvantages of producers and suppliers and make sure invoices are honoured on receipt of documents following the attached documents. Buyers have to consult with suppliers prior to cancellation of orders. If the fault is not that of suppliers or producers following a cancellation, adequate compensation is provided (Utting, 2009). The organization ensures there are long term relationships based on trust, solidarity and mutual respect that enhance the growth and promotion of fair trade. The organization coordinates its activities with other fair trade organization in the country for the purpose of avoiding unfair competition. Principle four The fourth principle regards payment of a fair price. A fair price is arrived upon mutual agreement achieved through participation and dialogue. The price provides a fair pay to producers and can be sustained through the market. Fair pay translates to providing remuneration that is socially acceptable. The principle of equal pay for equal pay for men and women has to be observed. Fair trade importing and marketing organizations support capacity building for producers in order to facilitate them to set a fair price. Principle five The fifth principle ensures that there is not forced or child labour. The organization has to observe the United Nations Convention on the Rights of the Child and adheres to local or national law on the employment of children. The workforce of the organization does not contain any forced labour. Organizations that follow fair trade principles ensure there is child labour or forced labour within their work-force. Principle six The sixth principle is commitment to nondiscrimination in term of gender and ensures the economic empowerment of women as well as freedom of association. The organization ensures there is equality and equity in recruitment, training, promotion, remuneration, or termination of service. The organization has an elaborate policy that enhance gender equality make sure women and men have the ability to access the resources that they require to be productive. The rights of all employees are respected hence the opportunity to join any trade unions and bargain collectively. The representatives of workers are not subjected to discrimination at the workplace. Principle seven The seventh principle deals with good working conditions. The organization ensures that there is a healthy and safe working environment for members and employees. It adheres to local and national laws as well as Organization conventions of International Labour. Working conditions and hours for the employees conform to conditions stipulated by the local and national laws and conventions of ILO. Principle eight The eight principle touches on capacity building. The organization enhances positive development impacts for marginalized and small producers using fair trade. The skills and capabilities of employees are also developed to enhance this principle. Assist other organization through providing management skills, access to markets and production capabilities. Principle nine The ninth principle deals with promotion of fair trade. The organization sensitizes people on the aim of Fair Trade and essence of greater justice around the globe though fair trade. The organization advocates for activities and objectives of fair trade with regard to its scope. It provides customers with information about the products available in the market and members or producer organizations that harvest or make the products. Honest marketing and advertising techniques are always deployed. Principle ten The last principle entails respect for the environment. Organizations which observe fair trade principles and produce fair trade products maximize the use of raw materials from sources that are sustainable and buy locally where possible. They apply technologies for production that lead to reduction of energy consumption and apply renewable energy technologies that reduce greenhouse emissions. Waste management by the organizations seeks to eliminate environmental negative effects. They use low pesticide or organic production methods. Business Concept 2.1. Business Concept Many producers in different sectors are being paid a minimum price for the products or raw materials that they produce. Producer cooperatives have taken advantage of farmers who are not at the negotiating table about the terms and conditions that should be applied in fairtrade system. Workers employed in plantations work for long hours with minimum pay and absence of medical cover. There is need to protect the rights of producers against exploitative middlemen who reap the majority of the profits. It is good to enjoy a product when it is known that the producers are also enjoying the fruits of their labour. Workers and farmers have to be paid a good price for their work. Youths can play an important role on the ensuring fairtrade system is implemented to the latter. Young Movers is a business idea that will champion to expand the concept of fair trade among the young Australian consumers between the ages of 18 to 25. It is imperatives for youth consumers to experience fair trade products in Australia. Prior to the products reaching the final consumers there are processes and stages that they have passed through and fair trade has to be demonstrate throughout. Young Movers target to engage the youth in Australia in engaging in fair trade works to promote equity, eliminate injustice and fight poverty in the modern world. Farmers and producers go through a lot to produce the raw materials that are used for the beautiful final products that are enjoyed by people all over the world. Child labour and exploitation of women has characterized the production of some of the raw materials for important products (Renard, 2003). Law wages and salaries as well as poor working conditions are some of the injustices that workers in industries and cash crop plantations have to grapple with. The final consumer may enjoy the final product oblivious of the pain and struggle that have been experienced in the production of such a product. The wicked problem of poverty has to be addressed collectively by various groups within the society. It is not a reserve of any particularly group to ensure that fair trade really works. It is the mandate of the society and conscious business people to end injustice and eradicate poverty through equitable distribution of resources and helping the disadvantaged groups (Valkila, 2009). Penetrators of unfair practices are known and sensitization is needed to create awareness about the problem that exist in the business world. The Young Movers association will comprise of youths with post-secondary education from various fields with a passion to give back to the society. Young Movers will be involved in importing and selling fair trade certified products in order to contribute to enhancing the economy of producers in the developing world as well as workers in factories and plantations. Despite fair trade products being slightly costly than other products, it will be the mandate of the business to sensitize consumers in Australia on the importance of contributing to poverty reduction in the society (Reed, 2009). Young Movers shops will be located in major cities in Australia. Sensitization will be done through providing talk shows in high schools, universities and churches. Moreover, participating in drama or narratives with the same theme in cultural festival days will also be a means of sensitization. The aim of these forums will be to create awareness about the plight of producers and workers in the developing world and encourage the public to purchase fair trade products particularly the youth who are majorly oblivious to the problem. The purchase and use of fair trade products is a way of making sure that farmers and workers get a fair price for their effort in the processes that led to the manufacture of the products. In order to win the hearts of people it will be prudent to engage in volunteer work like cleaning in markets or hospitals with the aim of creating awareness about conservation of the environment and a clean environment. The packaging materials for products stocked by Young Movers shops will be environmentally friendly and biodegradable. It will be important to suggest to the consumers the alternative use of containers after the product is finished in order to avoid irresponsible disposing of packaging containers or items. 2.2‘Credo/Vision Statement’: Mission: to restore dignity and love among the disadvantaged and disseminate information that will help to alleviate poverty in the country through business operations and volunteer work. Moto: Service is our pride 2.3 Organizational Stakeholders Oxfam Oxfam Australia conceptualizes a future without poverty. It targets to transform the manner in which people think and act in order to solve the immediate problems in their lives. Believers, thinkers, communicators, change makers and designers harness their passion and skill within the Oxfam Australia community with the aim of looking for solutions to global challenges. The Design for Change program in the university works with communications, design and marketing students to equip them with the capacity to trigger change through using their profession. Online collaborative forum offers opportunities for the larger public to donate their skills and time to support the vision of Oxfam and link or connect with a community of conscious creative (Moore, Gibbon & Slack, 2006). It is believed that one person in three in the entire world lives in poverty. Oxfam is championing to change that situation through mobilizing the people’s power against poverty. Oxfam works to come up with innovative, practical ways for people to free themselves out of poverty and eventually thrive being self-sufficient. The organization engages in saving lives and helping in rebuilding of livelihoods when calamities strike. Oxfam engages in campaigns in order to the voices of the poor should be considered in global and local decisions which affect them. Oxfam works with partner organizations and together with vulnerable men and women to bring to an end the injustices that is the main cause of poverty (Goodman, 2004). Young Movers will adapt practices similar to those implemented by Oxfam in catering for the needs of workers and producers in the developing countries. It will be of essence to have some of the members attend an internship or mentorship program at Oxfam to learn the details about poverty eradication and how members of the wider society can be involved. Australian Government For any business to thrive, it has to be legitimate and certified by government structures and organs. Any business that is not recognized by the government is illegal and unlicensed at the same time. The government plays the facilitation role through creation of a level playing ground and ensuring unfair competition is eliminated. The Australian Federal government has to be a partner in fair trade activities that target to enhance value creation. The government has to ensure protection of licensed businesses in order to avoid competition from the black market. Clearance from the all the three levels of government is important to make sure that a legitimate business is being run by Young Movers. Chamber of commerce has to be aware of the activities of the Young Movers company. Fair Trade Association of Australia Fair Trade Association of Australia is a member driven non-profit making organization. Supporters and members are part of the global movement of fair trade that seek to challenge conventional trade through placing fairness in wages and prices and the ability to compete, and the reduction of poverty at the center of practices of international trade in the region of New Zealand, Australia, the Pacific and even beyond. The Fair Trade Association engages as well as support local fair trade groups network and the growing Fair Trade Communities network including universities, councils, faith groups, schools, and workplaces who are committed towards fair trade (Fraser, 2009). Young Movers will be part of the larger community that is interested in promoting fair trade principles making sure that disadvantaged people are able to fight poverty. There is a role that everyone can play to facilitate the implementation of fair trade principles. Competitors Competitors make the business to stay alert through competition. They offer a means of comparison that seeks evaluation as to whether or not the business goals and objectives are being met or not. Competition is healthy and leads to better delivery of services and production of high quality products to the advantage of the consumers. A competitive advantage can only be achieved in a competitive world. Competition is healthy where there is a level playing ground among the participants. There is no business sector without competitors and Young Movers Company has to deal with competition. Regulatory Authorities Regulatory authorities are concerned about the products’ standards and licensed practices being executed by the company. A business has to engage in operations or practices that are licensed to perform. Trying to go beyond the terms of the license can land someone in trouble with the regulatory authorities who can revoke the license and declare the business illegal (Jensen, 2001). Conforming to rules and regulations set by regulatory authorities is very important. Products have to conform to standards set by regulatory authorities. Value Proposition 3.1 Customer Identification Our fair trade certified products will target the youths who can freely interact with and share common ideas. This does not mean that other people in the society will be ignored. Any willing buyer of our fairtrade products will be attended to with the uttermost courtesy being exhibited. The youth will particularly be targeted for creative productions like plays and narratives while the entire society will be encouraged to buy fair trade certified products. The youth from the age of 18 to 25 will be crucial customers of Young Movers’ products. 3.2 Customer Need The customers are interested in getting quality for their money. Fairtrade certified products means more value for the customer’s money since they are of high quality and frees someone’s conscience about being a perpetrator of injustice and exploitation through buying products that do not meet fair trade principles (Raynolds, Murray & Wilkinson, 2007). Assurance of quality and authentic goods is important to the customers who want value for their money. The uniqueness of the product will be the originality of getting the products from the authentic suppliers. The customers will be encouraged to take part in poverty eradication through purchasing fair trade products that are of high quality and genuine and with right measurements. 3.3Positioning Young Movers will position itself as an authentic and quality provider of genuine, fair trade products from genuine producers or importers. Energy and passion will characterize the members of the group in the provision of services and products. The main agenda is to be compassionate about the plight of producers and workers in developing countries. Through consumer awareness and education, the products stocked by Young Movers’ shops will find ready market (Nicholls & Opal, 2004). Young Movers will position itself as a youth company with energy and passion to deliver its objectives to the intended consumers. Value for the customers’ money will be the right force behind the marketing fair trade certified products. Delivering Value 4.1 Business Buzz The buzz around the product will be created using the word Y-Jinx that will be used to describe the work being done by Young Movers and the plight of producers and workers in developing countries that present the wicked problem of poverty. Y in the acronym will represent Young Movers as a business association while Jinx will represent the challenges that exporters, producers and workers in the developing countries face in the absence of fair trade practices that leads to poverty. The agenda will be to focus on the plight of the disadvantaged and make the consumers to think about them and rejoice in helping through buying fair trade products stocked by Young Movers. Y-Jinx as a buzz word will be used to introduce any production of the Young Movers whether it in churches, schools or universities. Y-Jinx will be used before any ads featuring products stocked by Young Movers. Y-Jinx for poverty eradication will be an appropriate motto to rally the youth to support the movement. Members should always be ready to explain the meaning of Y-Jinx and encourage consumers and other members of the society to share the information. Flyers will be made and distributed during the performance of Young Movers or given to customers when they buy from the stores of the business. 4.2 Business Value 4.2.1 The value chain or network the business Young Movers will get its fair trade products from importers or dealers and hire transport companies to ferry them to Young Movers’ fair trade shops. Promotion and advertising of products will be through local radio channels and periodicals as well as local dailies. Consumers will buy the products from the shops or have them delivered in their homes. 4.2.2 Business functions/activities crucial in delivering value to customers The important thing is making the customer understand why he should use fair trade certified products. The business has to deliver the products to the consumer in time, at the given place and offer affordable prices. Transportation, promotion and delivery of fair trade certified products are important to Young Movers Company. The right material for packaging has to be used to avoid environmental problems. Advertising, selling and distribution of products are activities that Young Movers members will be engaged in. Situate 5.1 Organizational Form This business will be registered like a private company with the aim of going public and selling its shares to the public in future. A company gets more capital base and can recruit trained staff to act as directors or managers of the company. Professionalism will be encouraged throughout the operations of Young Movers. Young Movers will be registered as a company and it enable the group to get debt capital from financial institution for expansion purposes once the business picks up. The legal structure of a company will give Young Movers a chance to expand more as compared to sole proprietorship or partnerships that are limited in capital sourcing to members’ contribution. 5.2 Cost/Benefit Analysis Importing products from producers in developing countries is expensive and involves many logistics that are time consuming and costly. Consequently getting the already imported products from an importer involves less logistics and hence expensive. The legal requirements for importation are higher as compared to getting the products from a dealer within Australia. Young Movers will require about $8000 out of the $20,000 for importing fair trade merchandise. Legal requirement and transport charges stores can push up the figure to $10,000. The remaining amount will be used for leasing business premises to act as the headquarters of the business and also stores to stock the fair trade products ready for sale. Members will be in charge of running the stores but they will employ at most two people to help out. Proceeds from the sales will be used to buy more stock. $4000 can be used for marketing, advertising and promotion of the business across the city through print media and audiovisual media like television (Porter & Kramer, 2006). The other amount will be used in renting vehicles or a bus when the group is supposed to perform at a campus, a school or a church. Merchandise will also be carried to be sold during these trips. Entry fee for some of the performances will be used to expand the business to other towns and states besides recruiting more staff. Evaluation of performance will be done after every four months. Report/Communicate Value 6.1 Balanced Scorecard Analysis The balance scorecard describes a strategic planning and management system that is applied extensively in business and industry, non-profit organizations, and the government worldwide in the alignment of activities of the business to the strategy and vision of the organization, improve external and internal communications, and evaluate the performance of the organization against the set strategic goals (Adams, Neely & Kennerley, 2007). It was established in the Harvard Business School by Dr. David Norton and Dr. Robert Kaplan as a framework for performance measurement that included strategic non-financial performance measures to the traditional financial metrics to provide executives and managers a balanced evaluation of the performance of the organization (Malina & Selto, 2001). The balanced scorecard has transformed from its early application as a mere framework of performance measurement to a full strategic planning and management system. The balanced scorecard has changed the strategic plan of the organization from a passive document to providing matching orders for the organization on day to day business. It offers a framework that not only offers performance measurement but also assist planners in the identification of what has to be done and measured (Gardiner & Simmons, 2003). It provides a platform through which executives can truly execute their strategies. The financial dimension The business has $20,000 at its disposal and it is the vision of Young Movers to playback any profit earned in order to encourage growth. The financial goals have to be elaborate and focused to avoid running into debt or paying more for products that would cost less. Information about competitors pricing strategy is important to assist Young Movers to come up with reasonable prices that are affordable for fair trade products. Cash flows management will be under a qualified accountant who will give advice on the use of cash in the business. The customer relationship dimension The objective of Young Movers is to make the customers happy through delivery of high quality products while serving the interests of the disadvantaged. Courtesy and honesty will be the best qualities as workers explain to buyers the importance of buying fair trade certified products. The satisfaction of customers through providing authentic good from certified fair trade suppliers will be a priority. The needs of customers and the kind of fair trade products to be delivered will be analyzed to avoid a mismatch (Irwin, 2002). Customers have to be treated with courtesy and uttermost respect to convince them to come again. The business process dimension A flat structure of management will be encouraged with few levels of administration to enhance decision making and interaction among the staff members. The mission of the business establishment will be reviewed from time to time to ensure set goals and objectives are being achieved or pursued (Kellermans et al, 2013). Meeting will be held periodically to review how the business functions and whether it is meeting its objectives. A conflict resolution mechanism will be established to discuss all the challenges that members face during their work and how to eliminate them. The learning and innovation dimension Creativity and innovation will be the backbone of the practices and activities at Young Movers. The Young Movers members will pursue training on logistics of product promotion and delivery to the final consumer. Internship in established associations like Oxfam will give members at Young Movers experience about fair trade and how to well to execute activities that support fair trade. Acting will be used as a way of creating awareness among the public about the plight of the people with less bargaining power in the supply chain who are found in developing countries. The members will be involved in brainstorming sessions to come up with viable ideas about better to serve the interest of customers while fulfilling the wishes of the disadvantaged in society (Lawrie & Cobbold, 2004). Recommendations The Young Movers concept has many features that address the wicked problem of poverty. Many people lack knowledge about the problem that disadvantaged groups and farmers from developing countries face in their struggle to make ends meet. They are robbed of their sweat by unscrupulous businessmen who want to make tremendous profits at the expense of the disadvantaged groups and communities. Young Movers sensitizing agenda or creating public awareness in schools, churches, trade fairs and other open forums on social media and beyond about fairtrade principles it is important. The target is to ensure that the farmers in the developing countries and the workers in processing factories get a fair price for their work. Creating awareness about the plight of producers, workers and exporters of products in developing countries is important (Muralidharan, 2004). The high quality products that are fair trade certified will be an assurance of value for their money for customers. If the consumers understand the role they are playing through buying fair trade certified products, it will make them not to complain about the slight increase in cost of fair trade certified products. Team work and passion will characterize the activities and operations of Young Movers to motivate other youths to think about fair trade and its importance in poverty reduction in the world (Kaplan & Norton, 2008). The strategic plan of Young Movers will be to grow into a large company that is able to import fair trade certified products from developing nations and distribute them to fair trade certified wholesalers and retailers. The public awareness program and sensitization will continue to be part of the practices at Young Movers Company. References Adams, C.; Neely A. & Kennerley M. 2007, Performance measurement frameworks: a review, Cambridge University Press, Cambridge, UK. Boersma, F 2009, The urgency and necessity of a different type of market: the perspective of producers organized within the Fair Trade market, Journal of Business Ethics, 86:51-61. Fraser, 2009, cited in Griffiths, P. (2012), Ethical Objections to Fairtrade, Journal of Business Ethics 105: 357–373 Gardiner, P. D., & Simmons, J. E. L 2003, Performance measurement tools: The balanced scorecard and the EFQM excellence model, Measuring Business Excellence 7 (1): 14–29. Goodman, M.K., 2004, Reading fairtrade: political ecological imaginary and the moral economy of fairtrade foods, Political Geography 23(7): 891-915. Irwin, D 2002, Strategy Mapping in the Public Sector, International Journal of Strategic Management, 35 (6): 563–672. Jensen, M. C., 2001, Value maximization, stakeholder theory, and the corporate objective function, European Financial Management 7 (3): 297–318 Kaplan, R.S. & Norton, D. P 2008, The Execution Premium: Linking Strategy to Operations, Harvard Business School Press, Boston, MA. Kellermans, WJ, Floyd F. W., Veiga S. W. & Matherne C., 2013, Strategic Alignment: A missing link in the relationship between strategic consensus and organizational performance, Strategic Organization 11 (3): 304–328. Lawrie, GJG & Cobbold, I 2004, 3rd Generation Balanced Scorecard: Evolution of an effective strategic control tool, International Journal of Productivity and Performance Management 53 (7): 611–623. Malina, M. A. & Selto, F. H., 2001, Communicating and Controlling Strategy: An Empirical Study of the Effectiveness of the Balanced Scorecard, Journal of Management Accounting Research 13: 47. Moore, G., Gibbon, J., & Slack, R., 2006, The mainstreaming of Fair Trade: a macromarketing perspective, Journal of Strategic Marketing, 14, 329-352. Moseley, W.G. 2008, Fair Trade Wine: South Africa’s Post-Apartheid Vineyards and the Global Economy, Globalizations, 5(2):291-304. Muralidharan, R. 2004, A framework for designing strategy content controls, International Journal of Productivity and Performance Management 53 (7): 590–601. Nicholls, A. & Opal, C. 2004, Fair Trade: Market-Driven Ethical Consumption, Sage Publications, London. Porter, M. E., & Kramer, M. R. 2006, Strategy and Society: The Link between Competitive Advantage and Corporate Social Responsibility, Harvard Business Review 84, (12). Raynolds, L.T., Murray, D.L., & Wilkinson, J. 2007, Fair Trade: The Challenges of Transforming Globalization, Routledge, London. Reed, D. 2009, What do Corporations have to do with Fair Trade? Positive and normative analysis from a value chain perspective, Journal of Business Ethics, 86, (3-26) p. 12 Renard, M.C., 2003, Fair Trade: quality, market and conventions, Journal of Rural Studies 19: 87–96. Utting, K., 2009, Assessing the impact of Fair Trade Coffee: Towards an Integrative Framework. Journal of Business Ethics, 86:127-149. p. 141. Valkila, J.: 2009, Fair Trade organic coffee production in Nicaragua - Sustainable development or a poverty trap? Ecological Economics, 68, 3018-3025 Valkila, J., Haaparanta, P., & Niemi, N. 2010, Empowering Coffee Traders? The Coffee Value Chain from Nicaraguan Fair Trade Farmers to Finnish Consumers, Journal of Business Ethics, 97:257-270. Read More