Norwegian Farmed Salmon: A Commodity in Need of Differentiation?
Publikasjonsdetaljer
Tidsskrift : Journal of International Food & Agribusiness Marketing , p. 1–31 , 2023
Internasjonale standardnummer
:
Trykt
:
0897-4438
Elektronisk
:
1528-6983
Publikasjonstype : Vitenskapelig artikkel
Lenker
:
DOI
:
doi.org/10.1080/08974438.2023....
ARKIV
:
hdl.handle.net/11250/3072882
Forskningsområder
Markedsstudier
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Kjetil Aune
Bibliotekleder
kjetil.aune@nofima.no
Sammendrag
Despite much innovation and development in the Norwegian salmon industry, the focus has largely been on building volume and reducing costs. Limited attention has been paid to develop value added products and differentiation strategies in Norway to reap stable profits associated with such strategies. In depth-interviews with a supply chain containing Norwegian salmon producers, one exporter and one feed producer, industrial buyers representing two Polish processing companies and two German retailers, aimed to provide insight into why more differentiation is not happening in the Norwegian salmon industry. Results from this supply chain reveals lack of communication and asymmetric power-dependence relations between the Norwegian salmon business actors and their industrial buyers.
