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The fisheries and aquaculture industry has observed substantial reduction in the demand for farmed Atlantic salmon after the food incidence of polychlorinated biphenyls in the product. To regain consumer confidence in the quality and safety of the product new policies, such as advanced traceability and identity preservation systems in the fisheries and aquaculture industry have been suggested. The purpose of this paper is to examine consumers’ preferences to pay a premium price for certified farmed Atlantic salmon that is passed through various quality and traceability systems in the province of Newfoundland and Labrador, Canada.

The paper uses the contingent valuation (CV) method by estimating a probit regression model to assess consumers’ preferences for certified farmed Atlantic salmon. In particular, the paper measures consumers’ willingness to pay (WTP) a premium price to purchase the product. The CV method is the most widely used methodology in measuring individuals’ attitudes toward purchasing certified products. To estimate the parameters of the model, the authors carried out a consumer survey in spring 2010 and successfully completed 120 questionnaires in the province.

The paper provides empirical insights about how households are interested in consuming certified farm-raised Atlantic salmon by paying an additional premium price to purchase the product. The results of the study show that although consumers believe that traceability methods, on average, will increase the price of certified farmed Atlantic salmon their preferences toward the consumption of the product will not be changed.

Since the paper uses the CV method to evaluate individuals’ preferences for certified farm-raised Atlantic salmon, the authors also suggest another study that uses a non-hypothetical choice experimental approach to elicit households’ WTP a premium price for the product.

This paper shows how consumers’ decisions to purchase certified farm-raised Atlantic salmon can be affected by a series of demographic, socio-economicand other variables that reflect consumers’ awareness of issues surroundings farmed Atlantic salmon and quality assurance.

This chapter combines a global value chain methodology with the case of the development of the farmed Atlantic salmon industry in Chile to inform discussions regarding the globalization of economy and society. The research documents the shifting structure of the value chain from the north to the south as Chile replaced northern Europe as the locus of production and the major world supplier of farmed Atlantic salmon. Farmed salmon was supported by the Chilean state as part of its export-oriented industrialization model that attracted foreign direct investment (FDI) from northern TNCs. Chile's low costs of production combined with growing environmental problems in the north and global retailers' demand for large quantities of low-cost product resulted in the restructuring of the farmed Atlantic-salmon value chain as northern capital sourced the south as a lucrative production platform to service northern consumers. A detailed investigation of the rise in dominance of the firm Marine Harvest is provided to illustrate the process of industry concentration the Chilean farmed-salmon industry. This model has generated a legitimation crisis related to environmental degradation and labor abuses resulting in social movement organization both nationally and internationally. The chapter concludes with a discussion of the implications of the Wal-Mart Effect on the agrifood industry in particular and in the farmed-salmon industry in particular.

The purpose of this paper is threefold: first, to assess how concerned Norwegians are about fish welfare; second, to investigate Norwegians’ willingness to pay for salmon filet made from welfare-assured farmed fish with high levels of welfare; and third, to examine Norwegian opinions about the appropriate way to pay for better welfare standards in fish production.

On the basis of two focus group sessions, a survey questionnaire was developed and distributed to a representative sample of 2,147 Norwegian households via e-mail.

Results showed that the Norwegian public is concerned about fish welfare and is willing to pay a price premium for products made from welfare-assured fish. Norwegian consumers do not, however, want to be the only ones paying for fish welfare, as the main responsibility for fish welfare lies with producers and the Government.

In this study willingness to pay is measured using a hypothetical choice experiment. Values people express as citizens, however, may not accurately predict true consumer behaviour. This is generally referred to as “citizen-consumer duality” and may have affected the results.

The study shows that there is a national market for welfare-assured fish products, but education initiatives focusing on fish farming and fish welfare issues would further influence the attitudes and purchasing habits of Norwegian consumers.

Although concern about animal welfare is growing in the western world, very little attention has been given to the welfare of fish. This paper aims to make up for this by presenting a study of how Norwegians view the welfare of farmed salmon.

The study here examines how business actors adapt to changes in networks by analyzing their perceptions or their network pictures. The study is exploratory or iterative in the sense that revisions occur to the research question, method, theory, and context as an integral part of the research process.

Changes within networks receive less research attention, although considerable research exists on explaining business network structures in different research traditions. This study analyzes changes in networks in terms of the industrial network approach. This approach sees networks as connected relationships between actors, where interdependent companies interact based on their sensemaking of their relevant network environment. The study develops a concept of network change as well as an operationalization for comparing perceptions of change, where the study introduces a template model of dottograms to systematically analyze differences in perceptions. The study then applies the model to analyze findings from a case study of Norwegian/Japanese seafood distribution, and the chapter provides a rich description of a complex system facing considerable pressure to change. In-depth personal interviews and cognitive mapping techniques are the main research tools applied, in addition to tracer studies and personal observation.

The dottogram method represents a valuable contribution to case study research as it enables systematic within-case and across-case analyses. A further theoretical contribution of the study is the suggestion that network change is about actors seeking to change their network position to gain access to resources. Thereby, the study also implies a close relationship between the concepts network position and the network change that has not been discussed within the network approach in great detail.

Another major contribution of the study is the analysis of the role that network pictures play in actors' efforts to change their network position. The study develops seven propositions in an attempt to describe the role of network pictures in network change. So far, the relevant literature discusses network pictures mainly as a theoretical concept. Finally, the chapter concludes with important implications for management practice.

The salmon and trout farming industries are relatively new, expanding industries in the UK. Describes their current status and looks to the future by examining areas where progress is currently being made or where problems exist.

The world’s population is expected to increase by 30 percent to 10bn people by 2050 and with 70 percent of the earth’s surface covered by water aquaculture will play an important role in producing food for the future. The paper aims to discuss this issue.

While Canada has the longest coastline in the world by far (202,080 km) with 80,000 km of marine coastline capable of supporting aquaculture and fisheries, it ranks only 25th in terms of world aquaculture production. The reasons are many and varied, and this review examines statistical reports and publications to trace the beginnings of the aquaculture sector in Canada, and highlights some areas of strength and potential, and the challenges for future growth and expansion.

Currently, less than 1 percent of the 3.8m hectares of freshwater and marine areas that are considered suitable for seafood (i.e. finfish, shellfish and aquatic plants) production are being farmed so Canada has an ocean of opportunity to be a leader in world aquaculture production in the future.

The review highlights the need for a national strategic plan to increase aquaculture production in Canada and the need to simplify the current complex regulatory framework that has resulted in significant uncertainties and delays that have limited growth in this sector. The review highlights the potential and interest to triple current production while fostering greater involvement of First Nation communities.

This study aims to focus on how companies operating in international food commodity markets can improve their long-term competitiveness and profitability upon financial pressure. Management can choose between generic strategies of either cost leadership or enhanced value adding by differentiation and innovative marketing strategies. The aim of the paper is to highlight key findings from a case study perspective.

The research is set within the farmed salmon sector in the world’s second largest producing country, Chile, which is also a fast growing emerging economy in Latin America. Semi-structured personal interviews were conducted with General Managers of this global industry.

Unexpectedly, our findings show that executives preferred competitive strategy of cost reduction rather than differentiation. Based on previous research, we recommend managers of individual firms and trade associations to play down commoditisation and to pursue differentiation strategies with particular attention to emergent environmental attributes.

Practitioners from Latin America may learn on empirical considerations of international marketing strategies taking this competitive global industry as an example. An overall cost leadership strategy is not sufficient in a mature industry, and customer-oriented strategies are needed more than production-oriented strategies. Clustered firms are recommended to benefit from differentiation strategies with particular attention to emergent environmental attributes.

This study aims to gain insights into the relevance and market potential of fish origin (farmed or wild) among consumers in Belgium, Norway and Spain.

Cross‐sectional data were collected through a consumer survey (n=1,319), conducted in November‐December 2007 in three European countries: Belgium, Norway and Spain. The study describes personal and food characteristics, as well as consumer attitudes and knowledge related to fish origin. Further, these characteristics were analysed in terms of their impact on the choice of either farmed or wild fish, using bivariate analyses.

In general, European consumers have little knowledge or awareness regarding the origin of fish. This results in uncertainty in consumers' perception of farmed fish in particular. The study is in line with previous ones suggesting that perceptions of aquaculture and farmed fish are based more on emotions than on rational considerations. Still, the perception of farmed fish is positive in general. Consumers do not prioritise fish origin as an information cue, although variation is present between different consumer groups. Consumers of predominantly farmed versus wild fish did not have a very distinct profile, which corroborates with the only modest significance of fish origin as a product‐specific information cue during the fish purchase and consumption decision process.

The strength of the paper pertains to its international scope, and to the diversity of countries selected in terms of relevant variables. Also, the growing relevance of aquaculture as a fish production method and farmed fish as a food product makes results and findings of the study topical and of practical relevance.

The purpose of this paper is to investigate the impact of biotechnological inventions and innovations on the organization of the burgeoning Atlantic salmon farming industry.

The authors study how novel biotechnological inventions are utilized within Atlantic salmon aquaculture. The authors compare the findings with the historical development path of invention and innovation in the plant sector, and explore parallels and dissimilarities between the plant breeding sector and Atlantic salmon aquaculture.

The innovation capacity within Atlantic salmon aquaculture is distinct from the plant sector, but nonetheless likely to become equifinal. Similar to plants, the female fecundity of salmon is high. Hybridization, which is an effective mechanism for protection of investments in high fecundity organisms, is less effective in salmon farming because the genetic variability is higher in salmon. Hybridization provides plant breeders with significant power over grow-out farmers. The development path in Atlantic salmon sector is distinctively dissimilar from plants, but salmon farmers nonetheless appear to move toward the structural configurations that are parallel to the plant sector. The significance of new breeding technologies in Atlantic salmon farming ascends, and will play an increasingly important role in the further development of this industry.

The study contributes to the prevailing knowledge of how inventions and innovations influence the future development of the Atlantic salmon industry.

Biotechnological inventions are evolving within aquaculture. So far, the implications of novel biotechnological possibilities for the Atlantic salmon sector have been underanalyzed. The paper explores these implications from the perspective of political economy.

This paper deals with estimation of risk and the risk preference function when producers face uncertainties in production (usually labeled as production risk) and output price. These uncertainties are modeled in the context of production theory where the objective of the producers is to maximize expected utility of normalized anticipated profit. Models are proposed to estimate risk preference of individual producers under (i) only production risk, (ii) only price risk, (iii) both production and price risks, (iv) production risk with technical inefficiency, (v) price risk with technical inefficiency, and (vi) both production and price risks with technical inefficiency. We discuss estimation of the production function, the output risk function, and the risk preference functions in some of these cases. Norwegian salmon farming data is used for an empirical application of some of the proposed models. We find that salmon farmers are, in general, risk averse. Labor is found to be risk decreasing while capital and feed are found to be risk increasing.