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C/M/771. Proposal. Does Fair Trade branding offer significant advantages to stakeholders? The case of Starbucks in the Ethiopian market
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- 3400
- DATE:
- 2008
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The dissertation proposal suggests examining whether Fair Trade branding offers stakeholders (firms, countries, and producers) significant advantages. The research topic is described, the research aims and questions are set out and justified, a brief literature review of the importance of branding and the Fair Trade process is provided. Research methods are proposed including a case study of Starbucks in Ethiopia that has received attention for both positive and negative use of Fair Trade branding.
KEYWORDS: Proposal, Fair Trade, branding, Starbucks, Ethiopia,
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