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The Creation of Shared Value by Exploiting Synergies of Marketing Tools in Seafood

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  • The concept of shared value has been defined by Porter and Cramer as those policies and operating practices that enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates. This concept guides a coordinated process of stakeholders' engagement to consolidate the economic sustainability and competitiveness of European fisheries and aquaculture sectors in order to reap the potential of seafood markets, the main goal of the PrimeFish project. This approach, framed in the social innovation, states that the creative use and combination of resources can pursue opportunities to catalyse social change and address social needs and challenges. In particular, the strengthening of competitiveness of the seafood sectors will be addressed through innovative choices and configurations by four key ways: reconceiving products and markets; redefining productivity in the value chain (e.g. energy use and logistics, resource use, distribution, labour productivity, location); enabling local cluster development and; better understanding of the socio-economic realm. For this purpose, the PrimeFish project sets up several industrial organizations from sectors of catching fisheries, aquaculture producers, trade and retailers of seafood. They actively participate through an Industry Reference Group (IRG) acting as advisory board, receiving the science and technology developed and evolving from the corporate social responsibility to the creation of shared value. This fact should affect the societal and economic conditions that can be influenced by the fishing and aquaculture sectors, expanding seafood markets and thereby triggering positive feedback loops on its socio-economic performance.
  • 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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  • 0976343290

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