Effectuation and Morphogenesis in the New Zealand Fairtrade Marketing System

Abstract

We address the influence of and constraints on actors, networks, structures and institutions within marketing systems. Using case study analysis we contribute to effectuation literature by discussing the loose coupling of Fairtrade ANZ to its market development partners. While creating certainty for producers by maintaining focus on its development aims, Fairtrade ANZ adopts an affordable loss approach to market development, arguably at the cost of communicating to its highly fragmented and contingent market place. Simmonds, Gazley, and Dallenbach’s (2018) morphogenetic cycle framework brings a theoretical and analytical lens to examining the Fairtrade marketing system by delayering the interconnections, interdependencies and interrelations existing within each layer. In untangling the embedded social, historical and institutional contexts within which Fairtrade ANZ exists we offer this paper as an initial exploration of effectuation, change and stability in a complex marketing system.

Exploring the affordable loss principle: a systematic literature review

“…Crick and Crick (2015); Crick and Crick (2016); Crick et al (2020) The studies evaluate the motivations related to the entrepreneur's behavior in different effectuation processes. (Renton & Simmonds, 2019). In clusters 1 and 2, the researchers are interested in analyzing companies' strategies using the lens of ALP.…”

“…On the one hand, some factors influence the business model, interrelationships, and intracompany (Crick & Crick, 2018;Fiedler, Fath, & Whittaker, 2017;George, Kotha, Parikh, Alnuaimi, & Bahaj, 2016;Tenor, 2019;Tokunaga, Martinez, & Crusat, 2018;van Bommel et al, 2014). On the other hand, there are factors related to teams and managing internal companies (Crick, Crick, & Chaudhry, 2020;Hunt et al, 2021;Renton & Simmonds, 2019). Future research related to cluster Motivation analyzes factors related to the company's or entrepreneur's strategies and ALP.…”

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

“…Morrish and Jones (2020) leverage disaster management insights to present a conceptual framework of how entrepreneurs can deal with post-disaster settings. Other authors take a macromarketing perspective, which has a systemic character; entrepreneurial activity appears determined by the interplay of various actors and the market's regulatory structure (Renton and Simmonds, 2019). For example, Friske and Cockrell (2019) test for the influence of taxes on product quality among US microbreweries.…”

Drivers, Barriers, and Facilitators of Entrepreneurship at BoP: Review, Conceptual Framework and Research Agenda

“…The strategic practices of supporting organizations involving the introduction of aligned and predictable incentives for bringing order and consistency in market transactions along with multi-level institutional scaffoldings provided by them reorient market relations and market structures towards enhancing market power and facilitating formal market transition of BoP producers (McKague and Oliver 2012; Sutter et al 2017). Similarly, the entrepreneurial societal actors working towards enhancing BoP producers’ incomes continuously adjust their strategies while remaining committed to their vision (Renton and Simmonds 2019). Also, the micro-level resource integration performed by social enterprises in partnership with various stakeholders results in shared value creation at the meso-level and inclusive growth at the macro-level (Azmat, Ferdous, and Couchman 2015).…”