C/B/969. Does Fair Trade branding offer significant advantages to stakeholders? The case of Starbucks in the Ethiopian market
(2008, 2900 words)
The paper examines the role of Fair Trade branding in providing stakeholders (countries and producers) with advantages that are not otherwise afforded to marginalised producers. A case study of Starbucks in the Ethiopian market is conducted discussing the ethical values adopted by Starbucks against a backdrop of supposed brand hypocrisy in Ethiopia, where Starbucks was accused of subverting the country's ability to get a better price for their coffee beans.
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