Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries

Fred Yamoah; Andrew Fearne; Rachel Duffy; Dan  Petrovici

Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries

Fred Yamoah, Andrew Fearne, Rachel Duffy, Dan Petrovici

Hertfordshire Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Fairtrade has received considerable research attention but little is known about marketing factors driving sales and its potential implications for sustained market access for commodity producers. To provide objective insights the
paper draws on the analysis of supermarket data to establish the relationships between sales and marketing factors such as price, distribution and promotion. The paper demonstrates that increasing fairtrade retail sales growth is attributable to widened distribution and prevalent price increases. Thus, fairtrade commodity producers may not be guaranteed a ready market access in the UK in the medium to long term if the mainstreaming strategy is not reconsidered

Original language	English
Title of host publication	Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities
Subtitle of host publication	Peer-Reviewed Proceedings of the 14th Annual International Conference
Editors	Emmanuel Ezi Obuah
Pages	519-530
Publication status	Published - 14 May 2013
Event	Int Academy of African Business and Development Conf (IAABD) 2013 - Accra, Ghana Duration: 14 May 2013 → 18 May 2013

Conference

Conference	Int Academy of African Business and Development Conf (IAABD) 2013
Country/Territory	Ghana
City	Accra
Period	14/05/13 → 18/05/13

Cite this

Yamoah, F., Fearne, A., Duffy, R., & Petrovici, D. (2013). Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries. In E. E. Obuah (Ed.), Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities: Peer-Reviewed Proceedings of the 14th Annual International Conference (pp. 519-530)

Yamoah, Fred ; Fearne, Andrew ; Duffy, Rachel et al. / Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries. Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities: Peer-Reviewed Proceedings of the 14th Annual International Conference . editor / Emmanuel Ezi Obuah. 2013. pp. 519-530

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title = "Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries",

abstract = "Fairtrade has received considerable research attention but little is known about marketing factors driving sales and its potential implications for sustained market access for commodity producers. To provide objective insights thepaper draws on the analysis of supermarket data to establish the relationships between sales and marketing factors such as price, distribution and promotion. The paper demonstrates that increasing fairtrade retail sales growth is attributable to widened distribution and prevalent price increases. Thus, fairtrade commodity producers may not be guaranteed a ready market access in the UK in the medium to long term if the mainstreaming strategy is not reconsidered",

author = "Fred Yamoah and Andrew Fearne and Rachel Duffy and Dan Petrovici",

note = "Fred Yamoah, Andrew Fearne, Rachel Duffy, and Dan Petrovici, {\textquoteleft}Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries{\textquoteright}, paper presented at the 14th IAABD Annual Conference, Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities, 14 May 2013 – 19 May 2013, Ghana Institute of Management and Public Administration, Accra, Ghana; Int Academy of African Business and Development Conf (IAABD) 2013 ; Conference date: 14-05-2013 Through 18-05-2013",

year = "2013",

month = may,

day = "14",

language = "English",

isbn = "0-9765288-8-6",

pages = "519--530",

editor = "Obuah, {Emmanuel Ezi}",

booktitle = "Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities",

}

Yamoah, F, Fearne, A, Duffy, R & Petrovici, D 2013, Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries. in EE Obuah (ed.), Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities: Peer-Reviewed Proceedings of the 14th Annual International Conference . pp. 519-530, Int Academy of African Business and Development Conf (IAABD) 2013, Accra, Ghana, 14/05/13.

Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries. / Yamoah, Fred; Fearne, Andrew; Duffy, Rachel et al.
Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities: Peer-Reviewed Proceedings of the 14th Annual International Conference . ed. / Emmanuel Ezi Obuah. 2013. p. 519-530.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AU - Duffy, Rachel

AU - Petrovici, Dan

N1 - Fred Yamoah, Andrew Fearne, Rachel Duffy, and Dan Petrovici, ‘Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries’, paper presented at the 14th IAABD Annual Conference, Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities, 14 May 2013 – 19 May 2013, Ghana Institute of Management and Public Administration, Accra, Ghana

PY - 2013/5/14

Y1 - 2013/5/14

N2 - Fairtrade has received considerable research attention but little is known about marketing factors driving sales and its potential implications for sustained market access for commodity producers. To provide objective insights thepaper draws on the analysis of supermarket data to establish the relationships between sales and marketing factors such as price, distribution and promotion. The paper demonstrates that increasing fairtrade retail sales growth is attributable to widened distribution and prevalent price increases. Thus, fairtrade commodity producers may not be guaranteed a ready market access in the UK in the medium to long term if the mainstreaming strategy is not reconsidered

AB - Fairtrade has received considerable research attention but little is known about marketing factors driving sales and its potential implications for sustained market access for commodity producers. To provide objective insights thepaper draws on the analysis of supermarket data to establish the relationships between sales and marketing factors such as price, distribution and promotion. The paper demonstrates that increasing fairtrade retail sales growth is attributable to widened distribution and prevalent price increases. Thus, fairtrade commodity producers may not be guaranteed a ready market access in the UK in the medium to long term if the mainstreaming strategy is not reconsidered

M3 - Conference contribution

SN - 0-9765288-8-6

SP - 519

EP - 530

BT - Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities

A2 - Obuah, Emmanuel Ezi

T2 - Int Academy of African Business and Development Conf (IAABD) 2013

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Yamoah F, Fearne A, Duffy R, Petrovici D. Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries. In Obuah EE, editor, Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities: Peer-Reviewed Proceedings of the 14th Annual International Conference . 2013. p. 519-530

Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries

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