DOI: 10.32725/978-80-7394-976-1.03

Case study: Sustainable production certification methods

Jan Šalamoun, Hana Volfová
University of South Bohemia in České Budějovice, Faculty of Economics, Studentská 13, 370 05 České Budějovice, Czech Republic, salamj00@ef.jcu.cz
ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s, Na Karmeli 1457, 29301 Mladá Boleslav, Czech Republic, hana.volfova@gmail.com


This article describes the linking of different fairtrade programmes and certifications with retailers' own brands. The last two decades have seen a growing share of private labels in both retail and wholesale environments for several reasons. Reasons include difficult to predict socio-economic crises such as COVID 19, the political impact of the war in Ukraine, the current energy crisis and the economic crisis that took place between 2008 and 2012. It could be argued that these crises provide fertile ground for the development and growth of private label, with consumers looking for more cost-effective substitutes for mainstream branded products. However, this article will not look at the growth of private label share due to the crises, but rather at the linking of private labels in the case studies in relation to different fairtrade practices, programs or certifications. The aim of the paper is to analyse market trends at the level of the use of certified sustainable commodities in private label products.

Keywords: Case studies, fair trade, private label, programms, certification

pages: 14-20



References

  1. Bellamy, S. A., Paul, S. O., Brink, J van den. & Tedengren, M. (2016). What is in a label? Rainforest-Alliance certified banana production versus non-certified conventional banana production. Global Ecology nad Conservation, 7. 39-48. DOI: 10.1016/j.gecco.2016.05.002 Go to original source...
  2. Čepelíková, K. (2022). Velký přehled privátních značek českých řetězců: nejvíc jich mají Lidl a Penny Market. Available from: https://www.vitalia.cz/clanky/privatni-znacky-retezcu-2022/
  3. Fairtrade Česko a Slovensko. (2019). Zboží s certifikací Fairtrade se prodává v ČR stále více, dominují kakao a káva. Dostupné z: https://fairtrade.cz/news/zbozi-s-certifikaci-fairtrade-se-prodava-v-cr-stale-vice-dominuji-kakao-a-kava/
  4. FLO-CERT (2011) What is certification. Dostupné z http://www.flo-cert.net/flo-cert/certification.html
  5. Iddrisu, M., Aidoo, R., & Wongnaa, A. C. (2020). Participation in UTZ-RA voluntary cocoa certification scheme and its impact on smallholder welfare: Evidence from Ghana. World Development Perspectives. 20. DOI:10.1016/j.wdp.2020.100244 Go to original source...
  6. Jaderná, E. & Volfová, H. (2021). Moderní retail marketing. Grada Publishing a.s.
  7. Jena, P. R., Chichaibelu, B. B., Stellmacher, T. & Grote, U. (2012). The impact of coffee certification on small-scale producers' livelihoods: A case study from the Jimma Zone, Ethiopia. Agricultural Economics. United Kingdom. DOI:10.1111/j.1574-0862.2012.00594.x Go to original source...
  8. Johansson, R. (2007). On Case Study Methodology. Open House International, 32(3):48-54. DOI: 10.1108/OHI-03-2007-B0006 Go to original source...
  9. Kávové listy. (2021). Certifikace kávy: Co je Rainforest Alliance? Dostupné z: https://www.kavovelisty.cz/clanek/certifikace-kavy-co-je-rainforest-alliance/
  10. Levy, M., Weitz, B. (2009). Retailing Management. New York: McGraw-Hill Irwin.
  11. Mareš, J. (2011). Tvorba případových studií pro výzkumné účely. Pedagogika, 65(2), 113-142.
  12. MediaGuru. (2019). Privátní značky rostou nejrychleji v drogerii. Available from: https://www.mediaguru.cz/clanky/2019/02/privatni-znacky-rostou-nejrychleji-v-drogerii/ 3
  13. MediaGuru. (2020). Privátní značky jsou v Evropě na vzestupu. Available from: https://www.mediaguru.cz/clanky/2020/06/privatni-znacky-jsou-v-evrope-na-vzestupu/ 2.
  14. Mills, A. J., Durepos, G., Wiebe, E. (2010). Encyclopedia of case study research. Vol. 1 and 2. USA. DOI:10.4135/9781412957397 Go to original source...
  15. Nielsen. (2019). V lednu se důležitost privátních značek zvyšuje. Available from: http://www.socr.cz/clanek/tz-nielsen-v-lednu-se-dulezitost-privatnich-znacek-zvysuje/
  16. PLMA. (2022). Industry News. Available from: https://www.plmainternational.com/industry-news/private-label-today
  17. Pradyot Ranjan Jena, R. P. & Grote, U. (2016). Fairtrade certification and livelihood impacts on small-scale coffee producers in a tribal community of India. Applied Economic Perspectives and Policy, 39. DOI: 10.1093/aepp/ppw006 Go to original source...
  18. Rainforest Aliance. (2020). UTZ Certification (Now Part of the Rainforest Alliance). Dostupné z: https://www.rainforest-alliance.org/utz/
  19. Simons, H. (2009). Case study research in practice. Sage Publication. London. DOI: 10.4135/9781446268322 Go to original source...
  20. Slabá, M. (2021). Maloobchodní trh privátních značek v České republice. Young Science, Prešov.
  21. Smith, R. E. (1988). The logic and design of case study research. The Sport Psychologist, 2(1), 1-12. DOI:10.1123/tsp.2.1.1 Go to original source...
  22. Stake, R. E. (1995). The art of case study research. Sage Publication London.
  23. Stejskalová, I., Rolínek, L. & kol. (2008). Manažerský audit v malých a středních podnicích. Praha: ASPL a.s.
  24. Šalamoun, J., Kubínová, J., & Pavezová. I. (2014) Strategic Marketing and Management of Private Labels. Recenzovaný časopis pro oblast společenských a humanitních věd. České Budějovice.
  25. Yin, R. K. (2012). Application of case study research. COSMOS Corporation. USA.
Return