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Competitive strategy of fair trade organizations: safari strategy !
[Hortenzia Flowers et Roses of Africa, stratégie en pays safari !]

Author

Listed:
  • Ivan Dufeu

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Thierry Sauvin
  • Alain Leon

Abstract

Hortanzia Flowers, a Tanzanian farm that produces freshly cut roses and Roses of Africa, its French importer set up for that purpose, were the first to offer fair trade roses to the French market, in 2005. While successful at first, Hortanzia Flowers was unable to compete with multinationals in the freshly cut flowers industry.

Suggested Citation

  • Ivan Dufeu & Thierry Sauvin & Alain Leon, 2012. "Competitive strategy of fair trade organizations: safari strategy ! [Hortenzia Flowers et Roses of Africa, stratégie en pays safari !]," Post-Print hal-02814912, HAL.
    • Handle: RePEc:hal:journl:hal-02814912
    Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-02814912
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