Imagine that you are Helen Clark, Administrator (and CEO) of the United Nations Development Program (UNDP). You have been in the role since 2009 before you were Prime-Minister of New Zealand. Recently, a number of problems have come to your attention and you have made it your priority to engage with these issues. You have decided to embark on a detailed analysis to see if there is scope for strategic change. Whilst all concrete examples are real life vignettes, you are expected to do additional research in order to execute the tasks ahead of you.

You recently attended a number of conferences in the area of ‘Fair Trade’. Whilst you have always been an avid supporter of Fair Trade, it seems that in practice it is not as fair as it seems on the surface. In particular, the distribution of profits across the value systems does not seem to do justice to the term. Whilst the retailers are profiting from the sale of Fair Trade goods that appeal to Western sensibilities, there are claims that there is no evidence of the farmers growing the actual produce are receiving higher prices.

Fired up by your sense of justice you have decided to re-assess the situation described in the above by making use of Mol & Wijnberg (2005). In doing so, make an analysis of the value system of Fair Trade production. At each of the two stages of the value system (i.e. production and retailing) identify and describe the processes of value creation, value protection, and value appropriation. Next determine at what stage(s) of the value system �value-chain envy� exists, and explain what the ramifications are for the other stages. Then discuss whether or not this state of affairs can be remedied, and if so how. Describe the advantages and the disadvantages of your proposal.


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