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Comparing Market Orientation and Success of Fresh Cod Value Chains

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  • 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 orientation, but seldom includes the value chain's market orientation. We claim that for fresh seafood, and especially wild caught fresh cod, market orientation throughout the value chain is crucial because of: extremely short shelf live, variable and potentially very high supply volumes, distance to market, diverse fleet structure, capture methods and onboard handling systems, weather dependence, fish migration patterns and potentially high costs. This paper measures the market orientation of two value chains for Norwegian fresh cod in 2015. The actors' satisfaction with the communication throughout the chain was used as the metric.  A qualitative, explorative approach using in depth interviews of the actors in the value chain: fishers, processing production managers, company management, exporters, and a selection of importers in France and Germany. The economic performance of Norwegian companies was included in the analysis identify any correlation between market orientation and performance. The results show that the companies with high degree of market orientation are more profitable and have more satisfied customers. These companies consciously gather and disseminate market intelligence, and focus on building long-term relationships. The paper concludes that scope for further performance gains exist through greater incorporation of actors at both endpoints of the value chain.
  • Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, held July 11-15, 2016 at Aberdeen Exhibition and Conference Center (AECC), Aberdeen, Scotland, UK.
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  • Challenging New Frontiers in the Global Seafood Sector: Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 11-15, 2016. Compiled by Stefani J. Evers and Ann L. Shriver. International Institute of Fisheries Economics and Trade (IIFET), Corvallis, 2016.
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  • Aberdeen, Scotland, UK
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  • 0976343290

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