Annotated bibliography
Cailleba, P., & Casteran, H. (2009). A quantitative study on the fair trade coffee consumer. Journal of Applied Business Research, 25(6), 31-46. Retrieved from http://search.proquest.com/docview/227583556?accountid=45049
This article draws attention on the manners in which ethical behaviors
of consumers contributes to fair coffee trade. This is vital because most people purchase coffee depending on the consumer perception and values. However, the article also offers the French transactions case study conducted between 2005 and 2007, whose major aim was to find out the effects of personality traits, types of promotion and the characteristics of a product on coffee purchases. Further, the article goes ahead to investigate on the relationship between coffee purchases, personal characteristics and the timing of purchase. However, after carrying out dissimilar studies, the article came to conclusion that gender and age do not have a significant impact on coffee purchases. It also concluded that even though promotions do not come with specific impact on the purchase of coffee, it plays a vital role concerning its adoption. The article also asserts that coffee purchases goes with seasonality while it expounds with the level of education and the living standards. According to Cailleba & Casteran (2009), fair trade has been existing since time in memorial among the business of specialty retailers, social organizations and other consumers. Interestingly, fair trade changed making things to materialize and by the end of 2007, the retail value for the global fair trade surpassed. However, the dramatic shifts in fair trade were experienced all over the globe including Europe whereby the sales outlet in supermarkets increased (Cailleba & Casteran, 2009).
Literature review
According to Haight (2011), Fair trade refers to a trading partnership that draws attention on dialogue, transparency, respect, which enhances high level of equity among the international trade. The idea concerning fair trade has been in existence since the initial exchange of goods and services among individuals. Therefore, the author claims that fair trade is imperative in every nation because it supports sustainable development by ensuring that it offers good conditions for trading and looking after the rights of marginalized producers together with workers. However, the author claims that there are different organizations around the globe who majorly deal with fair trade. Such organizations ensure that they actively support the producers, raise awareness concerning the trade and enhance campaigns that encourage changes within the rules and practices within conventional international trade. Notably, the author asserts that their main aim is to make sure that poverty is history through encouraging a decent living standard among small farmers and producers (Haight, 2011).
According to Nandonde (2012), fair trade in the production of coffee is the second important export commodity around the world in most developing countries after crude oil. This is so because varying climatic conditions and natural disaster have a greater impact on agricultural products. Haight (2011) claims that fair trade has enabled structural and dramatic change in the coffee market around the globe. This is so because during the early introduction of fair trade in the market in 1970s, coffee was among the first products to use the method through the imports from cooperatives containing small farmers in Latin America. However, after 30 years, fair trade has been growing rapidly as it generates between 25 to 50% of all the fair trades that goes on within the Northern organizations. However, Cailleba & Casteran (2009) claim that among dissimilar food products involved in fair trade, coffee still leads the products worldwide in terms of income and certification. This is so because the article states that demand for fair trade coffee has made it possible for the coffee actors to come up with ethical consumption. Consequently, dissimilar studies in the article indicate that the current coffee market growth in fair trade continue to rise while the traditional coffee growth is extremely weak.
According to Haight (2011), fair trade coffee in France is currently mature due to increased rates of awareness among consumers. However, the authors claim that France is the significant player towards the attribution of fair trade labels in the coffee production sector. Concurrently, the author claims that even though fair trade market in France might not have the maturity of fair trade experienced in UK market, France has interesting fair trade coffee. This is so because conducted studies reveal that France is the leading fair trade market in Europe. Nevertheless, fair trade in France is interesting because it is less than third of the retail value in the UK fait trade. Thirdly, France has more advantages compared to other countries around the globe because it entails the largest market in fair trade certified products. France has an upper market in fair trade, as it is the major European market supplying pure original coffee, which highly values the consumer awareness regarding the concept of soil and origin. As Nandonde (2012) observed, the political and economical culture in France has a characteristic of highly relying on the powerful and centralized state. Consequently, this makes the government regulation of the fair trade sales critical. Therefore, this forced the France government to standardize fair trade in 2005 in order to clarify the industry.
In line with the research conducted at Massey University, cafes that encourage fair trade coffee in their stores increase customer satisfaction making them be willing to pay more. According to Dr. Andrew Murphy, a marketing senior lecturer at the university, it is true that fair trade coffee is becoming a routine purchase among many New Zealanders everywhere including cafes, homes and supermarkets. However, the research indicates that even though many cafes are offering fair trade, they do so as a premium product but not a mainstream one. Concurrently, the research also asserted that many customers are in support of fair trade principles thus making them be ready to pay more for fair trade coffee. Interestingly, many consumers are not aware that their cafes sale fair trade coffees while others believed that some cafes served fair trade coffees while they did not. Therefore, this implies that effective promotion among fair trade coffee is imperative because it enhances value in both coffee sales and customer satisfaction. Additionally, cafes interested in differentiating themselves that apply fair trade as a marketing tool in order to obtain the best results. Cafes should consider having baristas in order to enhance awareness on fair trade coffee thus demonstrating the café’s commitment (Nandonde, 2012).
Furthermore, fair trade is essential because the trade movement came up in order to address the perceived failure in the market and deal with social issues. In line with the name, fair trade has been beneficial in dissimilar ways including protecting the farmers and correcting the legacy left behind by the colonial mercantilist system. However, it also prevents other small businesses from competing and flourishing. The method has also been beneficial in America because it has enabled the American consumers pay concentrate on the economic plight among poor coffee growers thus improving their lives (Haight, 2011).
In conclusion, it is true to note that even though fair trade prices and premiums in the coffee market have been changing with time, the applicable rules and regulations have remained intact. However, in the current economy, many coffee roasters address varying social issues in one way or another including offering fair trade coffee, adopting other certifications while other apply direct trade. Interestingly, many businesses such as Starbucks, Peet and Whole foods are working extra hard in order to meet the consumer demands. Additionally, technology has played a significant role in enhancing fair trade, as it is increasing awareness among farmers and it encourages quality production and farm management. Companies have also realized the importance of fair trade in business as they are incorporating sustainability and transparency in their business hence increasing profits (Haight, 2011).
Annotated bibliography
Gupta, S., T.C. Melewar, & Bourlakis, M. (2010). Transfer of brand knowledge in business-to-business markets: A qualitative study. The Journal of Business & Industrial Marketing, 25(5), 395-403. doi: http://dx.doi.org/10.1108/08858621011058151
The article draws attention on the one-to-one relationship that exists in branding within business-to-business markets. The paper applies qualitative research method in clarifying the relationship between branding relationship marketing and purchase intention of resellers. The article also focuses on dissimilar methods of transferring knowledge by brand personified as representatives. According to Gupta, Melewar & Bourlakis (2010), branding theory for business towards the consumer market believes that the consumers associate with brands basing on the brand attributes. The authors also assert that the customers are organization in business-to-business markets making their purchase values to differ. The article concludes by encouraging dissimilar companies to manage the purchase intention of resellers within the business-to-business market because it is very imperative (Gupta, Melewar & Bourlakis, 2010).
Literature review
According to Gupta, Melewar & Bourlakis (2010), it is imperative for companies in business-to-consumer environment to implement and maintain strong brands. This is an advantage to the marketing strategy of any given organization. However, some companies ensure that they put less strategic emphasis on branding while targeting their business customers. Dissimilar research indicates that only 17 business-to-business brands are found among the most valuable brands around the globe. Consequently, this low number turns out to be surprising to many people considering the fact that business-to-business has higher economic benefits to organizations. This leaves many people wondering whether marketing managers have neglected entailing business-to-business markets in their business. Concurrently, others wonder whether the process has an effect on the effectiveness of the brands.
Klarmann, Homburg & Schmitt (2010) assert that it is essential to support brand awareness because it plays a significant role in enhancing equity among brands within the business market. Notably, most business-to-business organizations draw most of their attention on their branding activities especially on dissemination of the brand name as well as the logo without focusing on the comprehensive brand identity. Therefore, this implies that most business-to-business organizations use brand awareness to act as a way of recognizing and recalling a brand hence being their major strategy. On the contrary, the authors claim that there are some organizations, which do not know whether investing in brand awareness is beneficial to their companies. Therefore, different researchers should consider carrying out an analysis on whether there is a relationship between brand awareness and market performance in varying business-to-business organizations. However, regarding the information economics theory, there is a high relationship between brand awareness and market performance because the process reduces the risk and information costs for involved buyers.
In conclusion, it is true that business-to-business marketing managers have less guidance from the marketing scholars regarding the effects of brand awareness on business markets. However, different researchs have come to conclusion that the effects of brand awareness on business-to-business market is no common among the business-to-business firms because of the risks that it has on the behavior of organizational buyers. Notably, business-to-business organizations should note that in order for them to achieve their brand awareness, they should consider enhancing the familiarity of their products. Additionally, repeated advertising, sponsoring, brand alliances and public relation are among the best ways of increasing brand awareness in organizations. The creation of brand awareness among organizations can be through technical consultants, sales representatives, professionals, technical conferences and professional magazines among others (Glynn, 2012).
Annotated bibliography
Pitts, J. P. (2006). The effects of managerial communication and justice perceptions on employee commitment to organizational change: A mixed method field study. Auburn University). ProQuest Dissertations and Theses, , 181-181 p. Retrieved from http://search.proquest.com/docview/305357221?accountid=45049. (305357221).
The journal draws attention on examining the relationship between managerial communications, perceptions of the procedural justice and the performance of employees in the organization. According to the journal, fairness in the organizational policies and procedures, affects the manners in which employees conduct their duties. This is so because employees react differently to inequitable processes at work place as well as the outcomes and the ways in which employers attempt to create equitable conditions. Consequently, the article came to conclusion that fairness in decision making at work place affects the attitudes of employees hence enhancing their performance and organizational productivity (Pitts, 2006).
Literature review
According to Ince & Gul (2011), organizational peace, communication and justice perception plays a crucial role in the successfulness of any organization. Therefore, this has enabled many organizations to conduct research on the relationship that exist between the level of organizational communication and the organizational justice perception among employees. However, the authors assert that globalization enhancement in political, social, economic and technological sectors have an effect on the communal and organizational lives. Interestingly, varying organizations have developed new management techniques that deal with the ever-increasing competition around the globe. However, these techniques mainly focus on power of communication in order to enhance employee performance in organizations. Research indicates that even though communication has its positive and negative affects an organization, it highly contributes to the activities that focus on gaining organizational objectives.
Becker and Gopinath (2000) assert that communication refers to activities that people conduct in order to make a transformation in other people’s mind. The authors insist that in order for communication to occur, there must be listening, understanding and expression. Communication in organizational structure is essential because it encourages good relationship amongst dissimilar groups and organizations. Interestingly, organizations that encourage good communication exchange good ideas, emotions and opinions through words, letters and symbols among its employees. Furthermore, the authors claim that there is unlimited communication in the modern organizations because of technological developments (Pitts, 2006).
People should note that organizations are not only interested in providing intra-organizational cooperation as well as increasing their production. This is so because they also have other roles to play, including encouraging a good relationship with the external world in order for them to adapt to a dynamic, competitive and uncertain conditions. Becker and Gopinath (2000) claim that organizations that do not promote good communication among its employees are likely to fall like a ship that lacks steer. This is so because employees working in organizations that promote good communication, work extra hard to achieve the organizational goals. Good communication is imperative in organizations because it encourages the transfer of organizational objectives and goals to employees as well as the intra organizational groups. Finally, managers should note that effective communication in their organizations could make it easy for organizations to undertake their operations successfully (Ince & Gul, 2011).
References
Becker, T & Gopinath, C. (2000). Communication, procedural justice, and employee attitude: relationships under conditions of divestiture. Journal of management. 2000 26: 63. Retrieved from: http://jom.sagepub.com/content/26/1/63.full.pdf
Cailleba, P., & Casteran, H. (2009). A quantitative study on the fair trade coffee consumer. Journal of Applied Business Research, 25(6), 31-46. Retrieved from http://search.proquest.com/docview/227583556?accountid=45049
Haight, C. (2011). Economic development, the problem with fair trade coffee. Stanford social innovation review. Retrieved from:
http://www.ssireview.org/articles/entry/the_problem_with_fair_trade_coffee
Glynn, M. S. (2012). Business-to-business marketing management: Strategies, cases and solutions. Bingley: Emerald.
Gupta, S., T.C. Melewar, & Bourlakis, M. (2010). Transfer of brand knowledge in business-to-business markets: A qualitative study. The Journal of Business & Industrial Marketing, 25(5), 395-403. doi: http://dx.doi.org/10.1108/08858621011058151
Ince, M & Gul, H. (2011). The role of the organizational communication on employees’ perception of justice: a sample of public institution from Turkey. Vol. 21. 1(2011). Retrieved from: http://www.eurojournals.com/EJSS_21_1_10.pdf
Klarmann, M., Homburg, C., & Schmitt, J. (2010). Brand awareness in business markets: when is it related to firm performance?. International journal of research in marketing. 27 (2010) 201-212. Retrieved from:
https://ub-madoc.bib.uni-mannheim.de/30564/1/science.pdf
Nandonde, A (2012). Consumers’ attitude towards fair-trade coffee in UK. DBA Africa management review. Vol 2, No.2 (2012). Retrieved from:
http://journals.uonbi.ac.ke/damr/article/view/1050
Pitts, J. P. (2006). The effects of managerial communication and justice perceptions on employee commitment to organizational change: A mixed method field study. Auburn University). ProQuest Dissertations and Theses, , 181-181 p. Retrieved from http://search.proquest.com/docview/305357221?accountid=45049. (305357221).
