Fair Trade refers to following business activities in an ethical manner in accordance to the external situations prevailing. This should also be taken into consideration that other factors like religious conflicts, etc that can be categorized under non business segment should be considered irrelevant. (Shah, 2000).
This factor explains how efficiently businesses are able to retain their identity in continuously changing business environment. One of the key elements that can be considered as the basic reason for these emendations is internationalization of markets.
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