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Relationships between producer and food retailer : Contractualisations, margin policies and product enhancement in the fishing sector

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  • New forms of coordinations adapted to competition changes and new market conditions have recently emerged within the fisheries commercial channel. They redistribute the value added between the various actors and also bear significant consequences on fishing practices and resource exploitation. Two main reasons have led to the restructurings: - the terms of the contract and the nature of the transaction costs; - the strategic competition of food retailers which defines the forms of organisation of the seafood sector from a partnership having various degrees of commitment with the upstream actors to the upstream vertical integration. This study presents first of new involvement of the retailing industry in the fishing sector. It based its conclusions on two series of qualitative surveys jointly conducted by retail chains. - The aim of the first qualitative survey, conducted in national and regional purchase centrals, was to identify and understand the procurement mechanisms applied by retail chains to seafoods and the marketing policies implemented and applied to their members. - The second qualitative survey involved retail stores and tried to match the marketing mix of non-industrial fisheries produce with retail store commercial applications. This first part, this paper describes the retailer structure and strategies in terms of market positioning. The second part presents the operational and commercial marketing impact according to brand-name in the general retail industry. Lastly, the third part defines a typology of the contracts and partnerships between the channel actors.
  • Keywords: market surveys, Fish Processing, Marketing, And Consumption, marketing strategies, Fisheries Economics, convention, margins, Contractualisation
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  • Gouin, Stephane, Erwan Charles, Jean-Pierre Boude. 2004. Relationships between producer and food retailer : Contractualisations, margin policies and product enhancement in the fishing sector. Peer Review: No. In: Proceedings of the Twelfth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 20-30, 2004, Tokyo, Japan: What are Responsible Fisheries? Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2004. CD ROM. ISBN 0-9763432-0-7
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