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Fair trade commonly focuses on the figure of the smallholding peasant producer. The effectiveness of this as a strategy lies in the widespread appeal of an economy based upon independent family producers trying to secure livelihoods in impersonal and exploitative global commodity markets. But the attempt by fair trade to personalise economic relationships between coffee producers and consumers diverts attention away from aspects of the political economy of production for the market. This chapter examines a rural Costa Rican coffee economy that has supplied fair trade markets since the 1980s. Documenting differences in landholdings, the range of activities farmers engage in, and the relationship between landowners and landless labourers, women, and migrant harvesters from Nicaragua reveals differentiation and tensions that are obscured in the “smallholder” model invoked by fair trade.

In recent years there has been a push from policymakers and the broader development arena on women’s economic empowerment (WEE). The drive to mainstream gender and strengthen focus on WEE in market systems programming took force in 2003; however, the approach to systematically integrate WEE into implementation, monitoring and results measurement is fairly recent. The Market Development Facility (MDF) programme is one such programme that has developed a WEE framework that is integrated into all aspects of project development across a range of different socio-economic contexts. It not only looks at addressing WEE constraints as relevant but also seeks to draw out and align the incentives of the private sector to do so. The Fiji Bula Coffee case study demonstrates this and highlights the findings on WEE, specifically on women’s access, agency and their influence on social norms in rural Fijian communities.

Qualitative and quantitative data were collected over consecutive field studies conducted over a four-year period beginning in 2015. In-depth interviews and Focus Group Discussions (FGDs) were used to interview a total of 69 community members across five communities in the Sigatoka highlands. Findings reveal that women in rural coffee-supplying communities have equal access to income-generating activities and are able to make decisions on the income earned from coffee harvesting. Income is used for education and a portion is put aside as savings. ‘Women’s voice’ through collective action and decision-making is also discussed, where through a female champion, who in this case was the chief’s wife, women in the community were enabled to continue supplying coffee cherries and earning additional income for their families, despite the ban that was initially put in place by the chief.

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

This paper highlights that the strategic use of design, a competitive pattern typically associated with creative industries, those creating and trading meanings, also characterizes industries that produce functional or utilitarian goods not typically considered creative. The paper explores the origins of this phenomenon in the context of three industry settings: cars, speciality coffee and personal computers. The analysis theorizes three distinct strategic paths that explain how design may become an institutionalized aspect of competition in industries that are not creative. We explain how firms link their products to the identities of their users, how design is linked to stakeholders' emotions and visceral reactions to products and how intermediaries are relevant to enhancing attention to design. Illuminating these strategic paths allows harnessing some of the well-established understandings about competition in creative industries towards understanding competition in noncreative industries.

Over the last three decades, corporate social responsibility (CSR) has evolved significantly as a worldwide trend in both the management literature and the modern economy. However, it is still at its infancy stage in the developing countries like Malaysia. It is more prevalent in the coffee industry, due to the challenges that this industry encounters. In addition, not much information is available in the academic literature in order to understand these challenges that this industry is facing in performing CSR. Therefore, this chapter aims to highlight the main challenges that the coffee franchise industry faces in incorporating the activities of CSR in their operations. Lack of top management support, performing CSR in isolation, and lack of capable employees to do CSR are some of the major challenges. This chapter is expected to advance the knowledge about CSR practices and challenges in the Malaysian context.

The role of information technology is very important, especially in achieving related performance to optimize supply chain management as recognized by various findings literature. The existence of computer equipment is no longer sufficient to cope with the various industry issues, especially those requiring the latest information from the aspect of visibility and information accuracy. This study focuses on the importance of visibility and accuracy of the information on the coffee supply chain and aims to identify the use of information technology to eliminate problems in the coffee industry, especially in West Java. The study begins by compiling basic assumptions and rules of thought used in research, data collection, data reduction, categorization, analysis, interpretation, and data display, and the conclusion. The data analysis used a decision-making trial and evaluation laboratory (DEMATEL), which was used to determine the representation of critical factors contained in the research dimensions. As a finding the coffee supply chain in West Java has not been responsive and efficient yet, so improvements need to be made to get high added value for regional economic growth. The results of the study also identified several obstacles along the supply chain and solution based on a high level of information accuracy with several challenges to utilize it, namely (1) data and information sharing, (2) forecasting optimization, and (3) collaborative planning. As a suggestion to increase visibility in supply chain management, further research is needed to create relevant software and systems to trace the solutions to the causes and challenges faced to improve the accuracy of the information and its visibility.

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

The sustainability performance of multinational enterprises (MNEs) is often judged from their participation in distinct sustainability standards initiatives. But MNEs interact with a variety of sustainability standards in their value chains. This chapter proposes a partnering-intensity continuum to categorize the MNE–standards interactions to explore the benefits of a more firm-based approach for the assessment of MNEs’ contributions to sustainability.

The chapter describes standardization in coffee and biofuels industries and presents the case of a single firm to compose a continuum that reflects how MNEs move between standards attached to operations of single firms, bilateral arrangements with certification schemes, and multistakeholder partnerships. It elaborates this observed continuum by linking international business (IB) literature with the literature on global value chains (GVCs) and partnerships.

Choices about how to partner in and how to handle control over the implementation of standards shape the contributions MNEs make to sustainable development. Specifying how MNEs interact with different standards, with varying degrees of partnering and combined logics, is proposed as a better way to assess how MNEs contribute to sustainable development compared to evaluating standards per se.

This chapter draws attention to the phenomenon that international “lead firms” engage with a variety of standards. The chapter proposes that looking at partnering intensity and the subsequent level of influence over the implementation of standards enables assessing how and to what extent lead firms contribute to addressing sustainability problems.

Since the introduction of product certification in the 1980s, fair trade has grown apart from its social justice roots and the focus has steadily shifted away from calls for institutional market reform, corporate accountability, and fair prices, and toward a celebratory embrace of poverty alleviation and income growth through market integration and business partnerships. This paper examines fair trade's narratives of poverty and partnerships, focusing on the brand communication strategies employed by influential fair trade organizations and businesses. These are compared with how fair trade coffee producers in southern Mexico understand and practice partnership, demonstrating some of the ways in which the latter resist narrative framings which position them as entrepreneurial businesspeople first and cooperativistas second. The business partnerships between coffee buyers and producers are highly asymmetrical, and the partnerships that matter most for the Oaxacan coffee farmers are not with global businesses and certifiers, but instead with each other and their producer organizations. These relationships did not originate with fair trade, although, they are, in part, sustained by this system which supports democratically organized producer groups, the sharing of technical and market information, and communal management of the fair trade premium. In contrast to the organizations that certify and market their products, the paper demonstrates how farmers regard their precarious economic circumstances as an issue of social justice to be addressed through increased state support rather than market empowerment. The analytical juxtaposition of farmers' attitudes with fair trade organizational priorities contributes to the expanding literature examining how fair trade policies are experienced on the ground.