Fair trade: balancing mission & growth in moral markets
In this video, Professor Benjamin HUYBRECHTS presents research he has co-authored on moral markets. These are markets that produce goods with an explicit social or environmental added value and examples include organic and local food, ethical fashion, socially responsible investment and fair trade.
Through the case of Fairtrade International, the main certification organization for fair trade products, his study explores a typical dilemma facing organizations developing these markets.
Find out more in this video:
More information is available in the paper in the Journal of Management Studies, coauthored with Helen Haugh from Judge Business School, University of Cambridge, and Bob Doherty from the School for Business and Society, University of York.