Appropriate strategies to support small community enterprises in export markets
Author: Millard, Edward
Source: Small Enterprise Development, Volume 7, Number 1, March 1996 , pp. 4-16(13)
Publisher: Practical Action Publishing
Abstract:Many small enterprises have been established with the primary aim of promoting employment and income in the community. In recent years they have benefited from innovative strategies by manufacturers and trading organizations working with them. Changing consumer behaviour in the 1990s is providing a more favourable marketing environment. However, products will only sell if they meet a need in the market and if they are not sub-standard. This article describes various strategies that have been employed by Fair Trading Organizations and by Fair Trade Sealing initiatives to bring secure employment to producers and to satisfy the 'caring consumer'.
Document Type: Research article
Publication date: 1996-03-01