Ivey Publishing

Product Details

Just Us! Community-based Tourism
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Publication Date:
10 pages (5 pages of text)
Product Type:
Case (Field)
The development coordinator for Just Us! Development Education Society (JUDES) was reviewing the preliminary agenda for the JUDES Annual General Meeting (AGM). The meeting would take place some time between May 1 and May 14, 2010, during Canada’s National Fair Trade Weeks. The coordinator was preparing her to-do list for the event. Just Us!, a Nova Scotia-based cooperative that offered fair trade products, had a very loyal regional following, and the coordinator wanted to communicate how the premium paid for fair trade products actually helped producer communities. She was planning several events for the AGM, most importantly presentations and discussions of the Community-based Tourism (CBT) trip that JUDES personnel had taken to Oaxaca, Mexico, in 2009, and planned to take again in 2010. For the AGM presentation, she wanted to organize the trip guidelines and the budget information into a triple bottom line format.
Learning Objective:
This case can be taught in conjunction with two previous cases: Marketing Planning at Just Us! Cafes, Ivey product #9B09A014, and Just Us! Coffee Roasters, Ivey product #9B06A027. This case will:
  • Expose students to the notions of fair trade and community-based tourism.
  • Expose students to the pressure under which social venture companies operate.
  • Present students with an opportunity to perform the initial portion of a simple triple bottom line analysis.
  • Allow for both qualitative and numerical analysis.
Entrepreneurship,  General Management/Strategy,  International,  Marketing
Other Services,  Retail Trade,  Social Advocacy Organizations
Canada;Mexico, Small, 2010
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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