Kevin E. Voss, Donald E. Stem, Lester W. Johnson and Constantino Arce
Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native…
Abstract
Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native speakers of each language using the techniques of magnitude scaling. Respondents rated an assortment of common adjectives by comparing the magnitude of the word to a given modulus. The results indicate that the traditional translation/back‐translation technique may not provide response intervals that are comparable cross‐culturally. Further, between languages the results indicate that the meaning attached to the adjectives by native speakers varies substantially. Discusses implications for market research, as well as future areas of research.
Details
Keywords
The purpose of this paper is to explore the meanings and business practices of four Southern Fair Trade enterprises (SFTEs).
Abstract
Purpose
The purpose of this paper is to explore the meanings and business practices of four Southern Fair Trade enterprises (SFTEs).
Design/methodology/approach
The paper is based on research with four SFTEs in Bangladesh, taking an ethnographic approach with qualitative methodologies such as semi‐structured interviews, recorded meetings, informal discussions, analysis of grey literature, and observation with managers, staff, field workers and artisans of the organisations.
Findings
The meanings of Fair Trade are located in personal, family, business and national understandings of fairness and development. Such meanings inform the business practices of the SFTEs, used to achieve both commercial success and social goals, confirming the role of SFTEs in creating and maintaining ideals of fairer trade.
Research limitations/implications
There is a need for more research on Fair Trade from the perspective of SFTEs.
Practical implications
The research draws attention to the key roles and business practices of the SFTE, increasing the understanding of what happens in the name of Fair Trade, and also provides lessons for other socially responsible enterprises.
Social implications
The research highlights the importance of Southern meanings and practices, which should be included in the conceptualisation of Fair Trade, thus facilitating both informed debate and understanding the possibilities for the promotion and extension of fairer trade.
Originality/value
This research is unusual in concentrating on the central role played by the SFTE, particularly in the handicraft sector and with businesses rather than cooperatives. The business practices and decisions of SFTEs are often hidden in representations of Fair Trade.