Yamoah, Fred A. - In: International Review of Management and Marketing 4 (2014) 1, pp. 13-23
The phenomenal growth of the fairtrade industry has attracted increased research interest but little is known as to … what marketing factors drive fairtrade retail sales. This gap has profound implications for fairtrade marketing research … and the future of the fairtrade industry. To provide a more robust and objective insight this paper draws on the analysis …
