Ivey Publishing

Product Details

Joe Fresh: Ethical Sourcing
Product Number:
Publication Date:
Revised Date:
11 pages (8 pages of text)
Product Type:
Case (Pub Mat)
After more than 1,100 people lost their lives in the 2013 collapse of the Rana Plaza garment factory building in Bangladesh, executives of Joe Fresh, a Canadian fashion and lifestyle brand, had to respond. Along with numerous other Western retailers, Joe Fresh had sourced much of its merchandise from the Rana Plaza factory. The disaster evoked an emotional public reaction, ranging from sympathy to outrage. The clothing industry had become a critical part of Bangladesh’s economy, and this was not an isolated incident. How would the Rana Plaza incident affect the public perception of Joe Fresh, and what could the company do to improve that perception? More fundamentally, how could Joe Fresh balance its competitive position, obligations to shareholders, and customer demands with ethical sourcing?
Learning Objective:
Students should be able to:
  • Identify and describe the varying positions and viewpoints in a profit-making business that sources products from a developing nation.
  • Apply different moral codes and their principles to a real-world ethical business dilemma.
  • Compare and contrast the opposing arguments in that ethical business dilemma.
  • Choose and articulate their own positions on the matter.
General Management/Strategy,  International
Retail Trade
Bangladesh, Large, 2013
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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