The Norwegian seafood industry is often described as a commodity supplier, sometimes struggling to exploit the full value potential of the resource. Being market oriented has been emphasized as an important factor for achieving higher performance and competitive advantage in business. The literature often addresses the importance of firms' market...
Live seafood is becoming increasingly popular in global markets. Seafood is one of the most important industries in Norway, and live crustacea is an increasingly important international marketing channel. King crab pioneered this trend in crustacea, now followed by emergent supplies of snow crab. As a new species, for Norway,...
Both internal and external factors influence on the market orientation of actors in the chain. In the case of the Norwegian king crab fishery the regulation of the fishery, i.e. the start of the quota year in September, was regarded by the onshore processing industry to negatively affect their market...