Purpose – The paper aims to investigate the value of a network perspective in enhancing the understanding of the business to consumer marketing of high‐involvement product categories. This is achieved through the analysis of the development of fair trade marketing in the UK....

Purpose – This article aims to explore the role of organisational legitimacy in understanding the emergence and development of “cross‐sector collaboration” between social enterprises and corporations. Design/methodology/approach – An in‐depth case study of a long‐standing but...