Can Fair Trade and corporate social responsibility become a competitive advantage ? The Example Of Max Havelaar

Résumé du document

In our presentation, we have decided to present to you Max Havelaar, which is one of the most famous stamps of Fair Trade. Max Havelaar is present around the world under three different names: Max Havelaar, Fairtrade and Transfair. Max Havelaar doesn't sell any product. It is just an independent organization which is in charge of the stamp, an association with no lucrative goals. Max Havelaar is based on the respect of human rights and wants to create real partnerships with producers. It is important to say that the Max Havelaar concept is not based on financial help or charity and is a real guarantee to consumers. When they buy a labeled product, they are certain to have a product which corresponds to fair-trade principles.

Extraits

[...] intro Can Fair Trade and corporate social responsibility become a competitive advantage ? The Example Of Max Havelaar FAIR TRADE INTRODUCTION Globalization Free Trade Inflation North-South Differences Degradation of energy resources Introduction of ethics in the Economy FAIR TRADE Definition and principles of Fair Trade 1.1 Definition of fair trade 1.2 Key fair trade principles 1.3 Organization of the movements 1.4 Some figures 2. MAX HAVELAAR 2.1 Birth 2.2 Principles 2.3 Functioning 3. Fair trade success and limits 3.1 Fair trade success 3.2 Fair trade limits SUMMARY Definition and principles of Fair Trade DEFINITION An organized social movement appeared during the 50's A trading partnership A new way of making business A solution to overcome the lacks of Globalization Definition of fair trade Transparency and accountability Working conditions Payment of a fair price Gender equity Environment Creating opportunities for economically disadvantaged producers Key fair trade principles FINE NETWORK FLO - Fair Trade Labeling Organization IFAT - International Federation for Alternative Trade NEWS - Network of European World Shops EFTA - European Fair Trade Association Organization of the movement 200 importer-distributors 1500 commercial importers / distributors 3000 World shops 80,000 supermarkets  In 2006, the fair trade system benefited 1.4 million workers and farmers in Africa, Asia and Latin America Some figures 2. [...]

[...] Nevertheless, are ethical business and more particularly fair trade can become a competitive advantage? Fair trade success People prefer to buy Fair Trade products Unethical practices can rely on damages (Nike, Shell, Total) Marketing permits Fair Trade to become a competitive advantage Companies can make success thanks to Fair Trade or ethical practices (Max Havelaar, Patagonia) On the first hand, we can easily understand that customers prefer to buy a product coming from fair trade than to buy its equivalent made not ethically. [...]

[...] Indeed, if all the products came from fair trade or have been ethically manufacture, it will not represent a competitive advantage anymore. Also, some fair trade scandals have been highlighted recently, making people more careful around this topic. It could of course be more damaging for a company to be presented as fair trade and to not respect its principles than to sell not fair trade products at all. For example, the brand Nescafé Partners' Blend is polemical. Indeed lots of arguments are advanced in order to fight against a fair trade label attribution to Netslé which is not respected fair trade principles. [...]

[...] When they buy a labelled product, they are certain to have a product which corresponds to fairtrade principles. The Max Havelaar “slogan” is : For you, quality For them, dignity For everybody, balance Decomposition of a coffee pack Conventional trading system Max Havelaar trading system Price in department stores Cost of importation, roasting and distribution Right of Max Havelaar's stamp Export costs Cost of cooperative management intermediaries producer roasting : Give some flavor to coffee Functioning In order to present you the functioning of Max Havelaar and Fair Trade, we have decided to explain you, in this part the decomposition of a traditional coffe pack and a Max Havelaar pack. [...]

[...] During, this presentation we have presented you: one example of a corporate social responsibility among any others. In fact, Fair Trade is just one of the possibility for an company for being responsable. The corporate social responsability is more diffuse than Fair Trade. In fact, it also for example, sustainable developpement, discrimination at work or women's place in the company In order ton conclude, we can say that, for several year, French Government take measures in order to encourage companies in the Corporate Social Responsability raod's. [...]