From aid to trade : -Fair Trade as a responsible competitiveness

An increased openness and rapidity of the media has resulted in more comprehensive coverage of organizations and their behavior. Additionally increased customer awareness of corporate ethical behavior has led to higher customer demands and expectations resulting in added pressure on companies. Corporate social responsibility has by researchers been identified as the solution to these increased expectations. There are various types of CSR activities and this study focuses on the concept of Fair Trade. A literature review examining the existing research within the field was performed to identify a research gap that assisted in establishing the purpose of the study. The purpose of this study is to assess how practicing CSR strategies at Coop influence subjective performance, and if these are deliberate or emergent. Three research questions were formulated to answer the purpose. The study tests a research model that has not yet been tested in practice, namely the 3C-SR model. The study has been conducted through a case study in the form of in-depth interviews and content analysis. The study was carried out through five interviews with employees from the Swedish grocery chain Coop. Organization-wide needs for well-developed communication, consistency and clear goals regarding CSR and Fair Trade were recognized. Practical managerial implications have been concluded based on these findings. Additionally, a suggestion for developing the existing research model is presented. The study reveals that Fair Trade is not practiced entirely in accordance with the 3C-SR model. Potentiality was identified concerning the subjective assessment, hence the subjective performance was not ultimate. The study further concluded that despite deliberate features, the corporate strategy was highly emergent.