Davenport, Eileen; Low, Will - In: Critical perspectives on international business 8 (2012) 4, pp. 329-348
archetypes – the noble peasant farmer and the independent artisan – and the emerging archetype of the “empowered decision maker … range of literature and original fieldwork conducted by the authors to illustrate the three marketing archetypes in the fair … trade value chain. Findings – Hidden behind the three dominant archetypes used to promote fair trade is a relationship …