文章基本信息

标题：The Distribution Strategy Of A Representative Fair Trade Organization In Korea: The Case Of Beautiful Coffee
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作者：Hye-Jeong Cho, Kyung-hee Kim
期刊名称：Journal of Business Case Studies
印刷版ISSN：1555-3353
电子版ISSN：2157-8826
出版年度：2012
卷号：8
期号：1
页码：73-86
出版社：The Clute Institute for Academic Research
摘要：This case study analyzes the distribution strategy of Beautiful Coffee, a leading fair trade organization in Korea. Because of their focus on matters of public interest, fair trade organizations often face financial difficulties, and such difficulties can limit their growth and force them to pursue differentiated distribution strategies. The results indicate that Beautiful Coffee can serve as a good role model for fair trade organizations and have important practical implications for firms pursuing sustainable growth as a social enterprise.