soleRebels: targeting the ethical consumer

McCarthy, Breda (2015) soleRebels: targeting the ethical consumer. Report. SAGE, London. (In Press)

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Founded in 2004, soleRebels is an organisation that recycles truck tires to produce a range of shoes and sandals that are marketed to ethical consumers in the Western world. The founder spotted an opportunity to use recycled materials, market a Fair Trade product to ethical consumers, and, in the process, bring sustainable jobs to her community. The company is based in a food-insecure, drought-prone region in Ethiopia and its success has helped alleviate some of the problems faced by the local community. This purpose of this case is to demonstrate the principles of Fair Trade and facilitate the exploration of sustainable marketing.

Item ID: 39537
Item Type: Report (Report)
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Case study included in online database SAGE Business Cases.

"SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." --

Date Deposited: 22 Jul 2015 06:23
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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