We address the influence of and constraints on actors, networks, structures and institutions within marketing systems. Using case study analysis we contribute to effectuation literature by discussing the loose coupling of Fairtrade ANZ to its market development partners. While creating certainty for producers by maintaining focus on its development aims, Fairtrade ANZ adopts an affordable loss approach to market development, arguably at the cost of communicating to its highly fragmented and contingent market place. Simmonds, Gazley, and Dallenbach’s (2018) morphogenetic cycle framework brings a theoretical and analytical lens to examining the Fairtrade marketing system by delayering the interconnections, interdependencies and interrelations existing within each layer. In untangling the embedded social, historical and institutional contexts within which Fairtrade ANZ exists we offer this paper as an initial exploration of effectuation, change and stability in a complex marketing system.
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