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Branding of Fiji’s bottled water: edging into sustainable consumption

Reddy, Mahendra and Singh, Gurmeet (2010) Branding of Fiji’s bottled water: edging into sustainable consumption. International Journal of Entrepreneurship and Small Business, 9 (4). pp. 447-462. ISSN 1476-1297

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Small developing economies are struggling to achieve the economic growth rates required to provide a decent standard of living to their population. For them to survive in an increasingly competitive global economy, they will have to differentiate their products by targeting issues which the consumers in the global market are quite responsive to. In this paper, we argue that Fiji bottled water exporters have successively marketed their products by exploiting the sustainable dimension of consumption, given the widespread concern for it in high-income countries. We argue that the branding of these products has been in relation to health, environment and lifestyle issues. We further demonstrate that the sustainable consumption dimension of branding has been enhanced thanks to the remoteness and exoticised small-island nature of Fiji.

Item Type: Journal Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
Faculty of Business and Economics (FBE) > School of Economics
Depositing User: Ms Mereoni Camailakeba
Date Deposited: 24 May 2010 03:16
Last Modified: 17 Jul 2012 08:58

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