Organizational research and theory

Organizational Research and Theory

In a study by Low and Davenport, the authors examined the topic of fair and ethical trade marketing through exploratory research (2009). The authors have identified a problem in the marketing of fair and ethical trade in that it is aimed at converting one consumer at a time. They identify ethical purchasing policies at non-profit and public agencies as markets that can be used to bring fair and ethical products to consumers. They also propose that non-profit and public agencies can use affinity relationships to reach many more consumers. The authors have reviewed previous literature on the subject, and informally interviewed and gathered facts about several mission driven organizations and their use of affinity relationships. Since this is an exploratory study, it does not contain descriptive data. However, it does help refine future research on the topic.

This study addresses how fair and ethical trade products are currently being marketed and it suggests an alternative strategy of marketing. Currently, fair trade marketing relies on individualistic tactics to convert one consumer at a time. The authors think that a more collective approach would work more effectively. The authors suggest that affinity relationships are one way to effect this change. For example, several cities have enacted ethical purchasing policies. In these cities worker uniforms, coffee provided at meetings and product sources must meet fair and ethical trade guidelines. Also, the authors see a great potential for mission driven organizations, such as zoos and museums, to market fair and ethical trade products that are already in line with their mission. Since zoos and museums rely on sales to cover operational costs there is a great potential to market fair and ethical trade products to visitors. The authors feel that museums and zoos are successful at using this strategy in food services but could increase the link between mission and marketing with fair and ethical giftware products.

Kotler et al. define the objective of exploratory research to gather preliminary information that will help define problems and suggest hypotheses. The authors have gathered preliminary information by reviewing the literature and gathering information from organizations that have already implemented strategies to broaden fair and ethical trade marketing.

The authors seek to avoid "clean washing" the message of fair and ethical trade by using the affinity marketing strategy that they describe. However, it is possible that consumers at mission driven organizations will fail to recognize the value of the fair and ethical trade products they purchase if having a fun time out is their goal rather than supporting a cause. The way in which these items are marketed so as not to lose the social mission must be addressed. Another exploratory study surveying the consumers at such mission driven organizations would be useful.