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            "title": "The Institutionalization of Fair Trade: More than Just a Degraded Form of Social Action",
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            "abstractNote": "The context of economic globalization has contributed to the emergence of a new form of social action which has spread into the economic sphere in the form of the new social economic movements. The emblematic figure of this new generation of social movements is fair trade, which influences the economy towards political or social ends. Having emerged from multiple alternative trade practices, fair trade has gradually become institutionalized since the professionalization of World Shops, the arrival of fair trade products in the food industry, and the establishment of an official \"fair trade\" label. With the strength that this institutionalization has generated, fair trade can now be considered a real trade system that questions, as much as it renews, the traditional economic system. In parallel, this transformation has exacerbated the tensions within the movement, which can be characterized as a clash between a \"radical, militant\" pole and a \"softer, more commercial\" one. However, it is not the actual institutionalization of fair trade which is being debated among fair trade actors on either side of the fence, but rather the challenges inherent in finding an economic institutionalization acceptable to social economic movements. Therefore the institutionalization process of fair trade should not be seen as mere degradation of social action, but rather as typical of the institutionalization process of new social economic movements. If we need to worry about the highjacking and alteration of the fair trade movement by the dominant economic system, the opposite is no less likely, as new social economic movements contribute to an ethical restructuring of markets. [PUBLICATION ABSTRACT]",
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            "abstractNote": "Mainstream geographical economics propagates the free trade doctrine, presenting capitalism as entailing, but capable of overcoming, uneven geographical development. Geographers have failed to engage with the international trade theories that rationalize this, or develop alternatives. Beginning with the entanglements through which trade happens, I examine how theories rationalizing the free trade doctrine isolate trade, mobilizing a narrow sociospatial ontology. Marxisant trade theories offer important critiques, but are similarly marred by limited sociospatial ontologies. By contrast, attending to the entanglements of trade, geographical political economy can decenter the free trade doctrine, creating space for taking seriously alternative trading imaginaries and practices. [PUBLICATION ABSTRACT]",
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            "title": "The labour behind the (Fair Trade) label",
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            "abstractNote": "Purpose - This paper critically examines the marketing of fair trade, arguing that the use of the term producer conflates a number of categories of actors, not all of whom benefit equally. The authors contend that the two existing archetypes - the noble peasant farmer and the independent artisan - and the emerging archetype of the \"empowered decision maker\" serve to obscure and mask complex labour relationships. Design/methodology/approach - This conceptual paper draws on a wide range of literature and original fieldwork conducted by the authors to illustrate the three marketing archetypes in the fair trade value chain. Findings - Hidden behind the three dominant archetypes used to promote fair trade is a relationship between fair trade \"producers\" (small farmer, craft enterprise and plantations) and permanent and temporary/casual labourers. The trickle-down of fair trade benefits to these workers is uneven at best and falls far short of the expectation of empowerment of all \"producers\" that fair trade promises. Research limitations/implications - The fair trade project must look beyond the simple archetypes to engage more deeply with labour issues in the fair trade value chain, and to re-engage with fair trade as a development strategy through which broader and more complex forms of empowerment can be realised. Practical implications - Fair trade standards are not a substitute for organised labour's activities. Interactions between trade unions and fair trade bodies could ensure that existing labour standards are met, and improvements in the lives of all workers can occur. Originality/value - This paper conceptualises three fair trade mainstream marketing archetypes and suggests why and how the fair trade movement must move beyond these to ensure empowerment amongst its least well-off stakeholders.",
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                    "firstName": "Ann Le",
                    "lastName": "Mare"
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            "abstractNote": "Purpose - The purpose of this paper is to explore the meanings and business practices of four Southern Fair Trade enterprises (SFTEs). Design/methodology/approach - The paper is based on research with four SFTEs in Bangladesh, taking an ethnographic approach with qualitative methodologies such as semi-structured interviews, recorded meetings, informal discussions, analysis of grey literature, and observation with managers, staff, field workers and artisans of the organisations. Findings - The meanings of Fair Trade are located in personal, family, business and national understandings of fairness and development. Such meanings inform the business practices of the SFTEs, used to achieve both commercial success and social goals, confirming the role of SFTEs in creating and maintaining ideals of fairer trade. Research limitations/implications - There is a need for more research on Fair Trade from the perspective of SFTEs. Practical implications - The research draws attention to the key roles and business practices of the SFTE, increasing the understanding of what happens in the name of Fair Trade, and also provides lessons for other socially responsible enterprises. Social implications - The research highlights the importance of Southern meanings and practices, which should be included in the conceptualisation of Fair Trade, thus facilitating both informed debate and understanding the possibilities for the promotion and extension of fairer trade. Originality/value - This research is unusual in concentrating on the central role played by the SFTE, particularly in the handicraft sector and with businesses rather than cooperatives. The business practices and decisions of SFTEs are often hidden in representations of Fair Trade.",
            "publicationTitle": "Critical Perspectives on International Business",
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            "issue": "4",
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            "abstractNote": "Purpose - The movement of profit-orientated corporations into the fair trade value chain has caused some socially orientated fair trade organizations to question the direction the movement is taking. One organization at the forefront of the debate is Trade Aid (NZ), Inc. (hereafter Trade Aid), a New Zealand based socially orientated fair trade organization actively engaged in fair trade since the 1970s. This paper seeks to evaluate how Trade Aid is seeking to reformulate fair trade's vision of empowerment and partnership constructively. Design/methodology/approach - A single case study approach is undertaken to examine how a socially orientated organization is adhering to and seeking to advance fair trade values. This research draws from the global value chain literature, which analyses how industries are governed. The relational co-ordination or governance mode, which is characteristic of mutual dependency between supplier and buyer firms, is used as a framework for investigating the fair trade industry. Distinction is made between the corporate and social economy variants of the relational governance mode. Findings - Trade Aid's commitment to producer groups is demonstrated through various initiatives the organization is undertaking as they work both with producer groups and corporate actors to expand the fair trade market. Trade Aid is part of a worldwide socially orientated movement seeking to reformulate the vision of fair trade. Originality/value - To date the fair trade literature has largely focused on socially orientated fair trade organizations in the Northern hemisphere. This research contributes to a gap in the literature in that it examines Trade Aid and the way this organization is addressing mainstreaming.",
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            "abstractNote": "The number of distributors selling Fair Trade products is constantly increasing. What are their motivations to distribute Fair Trade products? How do they organise this distribution? Do they apply and communicate the Fair Trade values? This research, based on five case studies in Switzerland, aims at understanding and structuring the strategies and the managerial practices related to Fair Trade product distribution, as well as analysing if they denote an engagement with Fair Trade principles. The results show a high heterogeneity of strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase Fair Trade global sales but do not convey the transformative message of Fair Trade through their engagement. The latter is rather communicated through alternative channels. Problems and potential solutions to this issue are discussed. [PUBLICATION ABSTRACT]",
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            "abstractNote": "With the impending removal of tariff quotas that formerly guaranteed access to the UK market, the Eastern Caribbean banana industry faces the prospect of direct price competition with cheaper Latin American bananas. Some farming communities in the region have embraced Fair Trade as an alternative marketing strategy. Certified Fair Trade farmers receive higher prices than do conventional growers, as well as a social premium for local development. In exchange, they must conform to extensive social and environmental criteria. This article compares the rhetorical claims of the Fair Trade movement with the experiences of Fair Trade farmers on St. Lucia. By examining the price differential between conventional and Fair Trade fruit and appropriateness of certifying criteria, I offer a preliminary assessment of Fair Trade as a form of anti-globalization politics. [PUBLICATION ABSTRACT]\nKey words: globalization, bananas, Fair Trade, Eastern Caribbean",
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