Material Detail

"Fair Trade Coffee: The Mainstream Debate" icon

Fair Trade Coffee: The Mainstream Debate

This is a free case study offered by MIT. In 2008, the Fair Trade Coffee market was facing a growth crisis. Many in the industry believed that survival would require mainstreaming Fair Trade Coffee into nonspecialty brands like Folgers and Maxwell House. However, the question was whether a mainstreaming strategy would compromise the economic and social standards that were at the heart of Fair Trade. 

Learning Objective - To highlight the challenge in deciding when a product should be mainstreamed and when it should remain in a niche category, particularly when that niche category is dedicated to socially responsible business practices.

Rate

Quality

  • User Rating
  • Comments
  • Learning Exercises
  • Bookmark Collections
  • Course ePortfolios
  • Accessibility Info

More about this material

Browse...

Disciplines with similar materials as Fair Trade Coffee: The Mainstream Debate
Other materials like Fair Trade Coffee: The Mainstream Debate

Comments

Log in to participate in the discussions or sign up if you are not already a MERLOT member.
hidden