The Impact of Adapting Fair Trade on Organisational Performance in Sialkot Sports Balls Industry, Pakistan

Iqbal, Nasir (2023) The Impact of Adapting Fair Trade on Organisational Performance in Sialkot Sports Balls Industry, Pakistan. Doctoral thesis, University of Wales Trinity Saint David.

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Abstract

This study contributes to an understanding of how the adaptation of fair trade impacts the organisational performance in the Sialkot sports balls industry. Presently, minimal research is available investigating the fair trade practices in Sialkot and the impacts of such practices, and overall organisational performance. Therefore, South Asia shows a blurry picture of fair trade role in various industries, particularly sports balls. Sialkot is the only city in South Asia where six sports firms are registered under fair trade. The research investigates how the fair trade approach has impacted the organisational performance that includes the 3P’s (people, planet, and profit). A mixed methods approach was chosen, integrating qualitative and quantitative research components to assess the impact of adapting fair trade on a specific performance indicator to understand more about the progress of the Sialkot sports industry. The data was collected through fifteen semi-structured interviews from management, and five focus groups, with the intention of avoiding the limitations of small samples and gaining from the benefits of triangulation. The target was to interview three people in each firm's senior management positions. The total fair trade registered firms were six in the Sialkot sports balls industry. There was one focus group from each firm involving eight to ten workers from various Units. The focus group individuals were mainly based on workers from factory stitching units because of their proximity to fair trade practices and premium projects. The findings of semi-structured interviews of the management and focus group were analysed using NVivo software, and this was done using thematic analysis. The profitability of the firms was measured using the performance sales growth indicator. The study focused on the relationship between fair trade and conventional sports balls sales. The indicators covered 11 years of data from 2009 - 2019 to calculate the ten years of sales growth, including sales of fair trade and conventional sports balls. The statistical analysis was conducted through SPSS software. The findings showed a need to integrate contextual factors and fair trade practices to configure business operations aligned with the three dimensions (3P’s) of organisational performance. Further results revealed a significant impact of fair trade premium money on factory workers' life in various ways. The study also revealed one of the main aims of the sports industry was to adapt fair trade, which was fair trade as a PR gimmick tool. The statistical data showed modest sales of fair trade products. Also, the correlation and regression analysis found no relationship between fair trade and conventional product sales growth. The data showed the sports industry’s positive efforts to protect the environment by taking strict measures to dispose of chemical waste and converting the printing facility to water-based ink. The study indicates that by supporting business processes and operations with a practical strategic framework, the industry can successfully achieve the desired goals through fair trade. The study concludes that there is an immense potential for sports firms’ growth by adapting fair trade. However, fair trade and the Sialkot sports industry must work together to promote sports products and achieve ultimate goals.

Item Type: Thesis (Doctoral)
Subjects: H Social Sciences > HF Commerce
T Technology > TS Manufactures
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Victoria Hankinson
Date Deposited: 14 Nov 2023 13:44
Last Modified: 14 Nov 2023 13:44
URI: https://repository.uwtsd.ac.uk/id/eprint/2677

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