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.
Suggested Bibliographic Reference: 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.
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 orientation. Starting the fishing season in September, the same time as the crab fisheries in competing countries, tended to oversupply the international markets affecting the value creation. Starting the quota in January, when there is a high demand for live king crab and limited supply, seemed to present an alternative approach. As a result, the Norwegian government changed the quota year for king crab to start in January from 2016. Whilst some anticipate realisation of the intended benefits, increased king crab supplies at a time of greater demand, resulting in higher prices for live crab, others are more pessimistic. The concern is that fishermen will prioritise other seasonal fisheries (cod), which fully engage marketing channels in many parts of Norway at this time. Also, in this period the quality of the crab is not optimal which might influence price. By July 2016 the industry's reaction to this change will be evident. The paper present interim results of affected supply and value creation this winter. The paper discuss some of the challenges of market orientation and how exogenous factors, like different actors in the chain having different incentives affecting the overall market orientation and value creation within a particular chain.