Social Responsibility in the Global Market :

Social Responsibility in the Global Market provides a practical, non-exploitative alternative for conducting business, which bridges the consumer's social concerns and the producer's financial concerns. Mary Ann Littrell and Marsha Ann Dickson utilize in-depth case studies to introduce past successes and failures for seven Alternative Trading Organizations (ATOs). These organizations foster artisan empowerment, cultural integrity and business sustainability. An integrative model synthesizes business conditions, tasks and skills imperative for effective functioning of a fair trade system in an increasingly global market. In addition, the book offers

Acknowledgments

ix

I. Introduction to Fair Trade in the Global Market

1

(56)

Philosophy, Practices, and Organizational Culture

3

(26)

Fair Trade: Why Now?

7

(6)

How Do ATOs Conduct Business?

13

(3)

ATO Origin, Evolution, and Collaboration

16

(3)

Fair Trade in a Culture of Social Responsibility

19

(5)

Questions for Fair Trade Analysis

24

(2)

Our Fair Trade Journey

26

(3)

Scholarly Perspectives for Analysis of Fair Trade

29

(28)

Business Organizational Culture

30

(3)

Business Strategy

33

(2)

Small Business Performance

35

(4)

Artisanal Work and Development

39

(9)

Cultural Product Meaning for Consumers

48

(6)

Multidisciplinary and Systemic Analysis

54

(3)

II. Income, Justice, and Empowerment Through Fair Trade

57

(138)

Ten Thousand Villages: A Mission-Driven Journey

61

(28)

The Mission: Providing Vital, Fair Income

68

(3)

The Business: Selling Handcrafts and Telling the Story

71

(7)

Toward an Integrated, Mission-Driven, Viable Business

78

(11)

SERRV: Alternative Distribution, Philosophical Considerations, and Hard Business Decisions

89

(24)

Eliminating Staff Positions

96

(1)

Focusing on Product Design

97

(6)

Expanding Alternative Distribution

103

(3)

Launching the Next 50 Years

106

(7)

Pueblo to People: Balancing Politics and Business

113

(30)

Pueblo to People's History

114

(5)

Shared Politics, Shared Values

119

(4)

Producer-Focused Business Operations

123

(9)

An Unsustainable Business

132

(6)

Conclusions

138

(5)

MarketPlace: Handwork of India ``Soaring With Strong Wings''

143

(28)

MarketPlace: From Mumbai, India, to Evanston, Illinois

144

(6)

Indigenous Skills and Aesthetics

150

(4)

Organizational Decentralization

154

(4)

Design and Product Development

158

(2)

Global Dialogue

160

(3)

Leadership Transition

163

(1)

Conclusions

164

(7)

Focused Players With Pragmatic Approaches

171

(24)

Aid to Artisans: Linking Artisans to the Market

172

(12)

PEOPLink: Using the Internet for Global Trade and Democracy

184

(6)

Traditions Fair Trade: Independent Retailing

190

(3)

Pragmatic Conclusions

193

(2)

III. Diverse Stakeholders in the System of Fair Trade

195

(92)

Artisan Producer Groups: ``Our Hands Are Our Future''

199

(26)

UPAVIM

202

(8)

Ruth and Nohemi

210

(6)

Tejidos de Guadelupe

216

(3)

Artisan Group Organizational Culture

219

(6)

ATO Consumers: Creative, Practical, and Concerned

225

(26)

Who Are ATO Consumers?

226

(5)

What Are ATO Consumers Looking for in a Product?

231

(7)

Are ATOs Offering Products With the Desired Quality and Appearance?

238

(4)

How Do ATO Consumers Feel About the World, Its People, and the Contributions ATOs Are Making?

242

(2)

What Will Influence ATO Consumers' Future Purchasing?

244

(4)

Conclusions

248

(3)

Challenges in Product Development

251

(36)

Focus on Tradition

253

(3)

Diverse ATO Approaches for Product Development

256

(10)

Day-to-Day Factors Influencing Product Development

266

(16)

Conclusions

282

(5)

IV. Challenges and Opportunities for Maximizing Social Responsibility Through Fair Trade

287

(38)

Strategic Appropriateness for the Global Market

289

(16)

Past Viability With an Artisan Focus

290

(12)

Accomplishing the Mission

302

(3)

The Future for Alternative Trade Organizations

305

(20)

Future Viability for ATOs

306

(11)

Core Conditions for ATO Performance

317

(2)

Modeling the Fair Trade System

319

(6)

Appendix A: Methods

325

(15)

Establishing Rapport in the ATO Community

326

(1)

Artisan Research

327

(4)

ATO Research

331

(2)

Consumer Research

333

(6)

An Assessment of 6 Years of Research

339

(1)

Appendix B

340

(5)

Contact Information for ATOs and Artisan Producers

340

(5)

References

345

(10)

Other Publications by the Authors on Alternative Trade Organizations

352

(3)

Index

355

(10)

About the Authors

365

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Social Responsibility in the Global Market : Fair Trade of Cultural Products

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