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This study aims to explore marketing strategies that UK fish farming businesses can use to gain a competitive advantage. The marketing strategies examined include product branding and core competencies, sales promotion, market positioning and segmentation.

A survey through an online questionnaire was mailed to five randomly selected trade associations of UK fish farming businesses and distributed to their registered members, of which 200 responded. Both male and female genders with different age groups and levels of experience in the UK fish farming business participated. In addition, ten articles were sampled for a systematic review.

Results show that UK fish farming businesses could increase sales by using ecolabels in product branding to attract premium prices, build consumer confidence and using high-quality packages for fish products will keep fish fresh for a longer period.

The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

A significant recommendation from this case study is that fish farming businesses need to be creative and innovative in ways such as leveraging branding, sales promotions and core competencies to win the trust and confidence of consumers. Most importantly, each fish farming business should know the specific marketing strategy that works for them; this case study shows that not all branding and sales promotion techniques enhance competitiveness. The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

Fish is considered a healthy and pure food. However, modern aquaculture introduced a range of potentially controversial issues, which may impact public perceptions. The purpose of this paper is to compare consumer perceptions of the production and consumption of wild and farmed fish in Europe.

In total, 28 focus groups were conducted in the capitals of seven European countries: France, Italy, Germany, Greece, Norway, Spain and the UK, between January‐March 2009. Data were analyzed with the qualitative software Atlas/ti.

Focus group discussions centre on a broad range of themes: economic risks and benefits, environmental concerns, human health issues, trust and nature. Europeans weigh up the scientific risks and benefits of farmed versus wild fish. However, when considering non‐scientific concerns, such as trust and nature, consumers prefer wild to farmed fish. Respondents have less trust in the production and consumption of farmed fish than in their wild counterparts, as the former are perceived as unnatural and unfamiliar.

Results have implications for the development of public communication strategies. The predicted growth of aquaculture highlights the importance of communicating the risks and benefits of farmed fish and fish farming effectively. The authors' findings show that a communication needs to incorporate moral and ethical risk dimensions, as these are the distinguishing areas leading to consumer preference of wild over farmed fish.

The purpose of this paper is to analyse how different policy perspectives or logics regarding industry organising affect network interaction, with particular focus on how the availability of resources is organised.

To examine this, the authors compare two cases from the Norwegian seafood industry: in the pelagic industry, the main resource (mackerel) is caught at sea by fishing vessels and trade is restricted by an auction system, whereas in the salmon industry, the main resource (farmed salmon) is an industrial product produced at fish farms and there are no such restrictions.

The results indicate that conditions under which resources are available to a network have strong effects on connected relationships: in the pelagic industry, interaction in the network becomes supplier-directed in an attempt to reduce the uncertainty created by unstable and restricted availability of resources, whereas in the salmon industry the interaction becomes customer directed as resource availability is stable and predictable. Here the actors can broaden the scope of interaction and they can direct their efforts to solve their customers’ problems, whereas this is difficult in the pelagic industry. The authors conclude that policy considerations play a major role in these effects. If the resource (fish) is seen as a commodity and the interaction is seen as a market mechanism, the policies designed to facilitate the exchange of resources will be beneficial for the actors directly involved, but may have unintended negative consequences for indirect relationships.

For policy makers this implies that whenever developing an industrial policy there are strong reasons to look beyond the single transaction in order to create policies that are effective and/or beneficial for all involved and connected parties.

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 purpose of this study is to contribute to the discourse on livelihood access and challenges of fisherfolks and farmers within coastal communities in Ghana. Insights from such studies can help to create win-win outcomes between communities and oil companies and give the latter social license to operate. Also, it will help to identify the existing knowledge gaps that still need to be filled and contribute to the overall management of Ghana’s oil resources. It will further contribute to the government’s livelihood diversification programs in oil-producing communities.

The study employed the use of qualitative research paradigm to collect primary data in oil- and gas-producing communities in the Western Region of Ghana. Specifically, focus group discussions and in-depth interviews were conducted among diverse stakeholders.

Findings from the study show that several people and households along the coast of Ghana’s Western Region depend on the fishing industry as their livelihoods. However, fisherfolks are facing several challenges due to oil production. For instance, the quantity of fish harvest has reduced drastically since oil production started in 2010. Farming activities have also been adversely affected. The study has unearthed that the existing social and economic infrastructure are very limited to support the development of the coastal communities in Ghana’s Western Region. The study suggests that to deal with some of the challenges faced by coastal communities, livelihood diversification programs should be introduced.

Not every community within the oil and gas areas in the Western Region was covered. Future work will address this limitation.

The study has revealed that the Metropolitan, Municipal and District Assemblies need to expedite the process of conducting a comprehensive needs assessment of communities and capture them in their medium-term development plans.

The corporate social responsibility programs will create win-win outcomes between oil companies and communities.

The study is an original piece of work with data collected from the field. The study will contribute to the efficient management of natural resources in Ghana and other developing countries.

This study employs a focus group methodology to examine the factors affecting the acceptability of gene technology in food production, using genetically modified (GM) farmed salmon as a focus for the research. The results identified a small group of “triers” ‐ willing to try any GM food product, and a small group of “refusers” ‐ rejecting the technology and derivative products. For the middle majority of “undecided” consumers, the decision to accept or reject GM food products was based on a number of interrelated factors, associated with the food product and the benefits conferred.

The purpose of this paper is to provide an account of who forms what market assets by making what market investments in a business network.

To investigate what market investments were made by certain actors into resource interfaces as market assets, the author draws on a case network based on an investigation of the Chilean salmon production network. To this end, the author chose the fish – being the focal object resource in that network – as a point of departure. The author systematically investigates the resource interfaces that this resource has with three other specific resources: feed, fishmeal, and vaccines in a thick case study.

This study shows that market investments entail committing resources to resource interfaces which turns them into market assets. Resource interfaces as market assets have implications on how we characterize and value resource interfaces. Multilateral resource interfaces become valuable to firms as a result of continuous market investments made into them. This produces different types of resource interfaces, some of which are of mediatory character bridging between distant resources in a network.

This study focuses on the market investments being made to create and sustain market assets. Of course such assets are linked to a firm’s internal assets which this study do not investigate. In addition, this study emphasizes the commitment of resources into existing resource interfaces, the ensuing creation of market assets, and its use and value for firms and downplays a firm’s need to account for market investments and the market investments required to create a new resource interface.

As resource interfaces are valuable market assets, it is important to understand the functioning of different types of resource interfaces so as to exploit their potential as efficient as possible. This paper shows that some resources act as bridging resources connecting the borders of two indirectly related resources. Controlling bridging resources becomes an essential task for managers in business networks.

Understanding the market investments into resource interfaces enables firms to become more skilled in organizing and controlling networks. These networks can play important roles in the economic development of society and create improved societal conditions for people, organizations, and economies.

By combining a market investment and market asset conceptualization of investments in networks with a resource interaction approach, this paper provides an enhanced understanding of resource interfaces as market assets. Theoretical implications for our understanding of resource interfaces – its value and character – are discussed.

Most scholars acknowledge the role of firm-stakeholder relationship for enabling corporate sustainability (CS), but existing literature tends to apply a superficial understanding of interaction. Thus, the purpose of this paper is to advance knowledge by challenging classical stakeholder theory with fundamental insights from the IMP perspective, which in turn leads to a deeper conceptualization of interactive CS.

A typology framework is developed through an abductive research design grounded in the concepts of actors, resources, and activities. The authors illustrate the potential of the framework through a longitudinal case study. The empirical case revolves around an initiative for recycling of plastic material in a partly beforehand established supply chain, and the study reveals three main findings.

First, recycling solutions can result in major technological challenges. For example, using recycled material can jeopardize industrial quality standards. Second, third-party stakeholders represent critical knowledge and competence that can remedy technological challenges. Finally, R&D projects are important means for developing firm-stakeholder relationships.

The paper introduces IMP concepts to the CS debate, which can illuminate the emerging literature on tensions and paradoxes related to CS phenomena. Further research is needed on the role of non-business actors as capacity generators for social and environmental change in traditional business networks.

The proposed framework can be used to analyze why some stakeholders (individuals and groups) turn into contributing actors in inter-organizational relationships, while others remain latent.

This paper illustrates the usefulness of actor bonds, resource ties and activity links as explanatory concepts. Moreover, developed relationships in terms of collaboration and networks represent a capacity to change, which is overlooked in current CS debates.

Reviewing the Food Standards Report on Misdescriptions contained in this issue—the terms, names, phrases widespread in the field of agriculture and food—one cannot fail to notice the impressive role that words generally play in everyday use of language, especially in those areas where widespread common usage imports regional differences. The modern tendency is to give to words new meanings and nowhere is this so apparent as in the food industry; the Food Standards Committee considered a number of these. The FSC see the pictorial device as making a deeper impression than mere words in relation to consumer preference, which is undoubtedly true. Even Memory can be compartmentalized and especially with the increasing years, the memory tends to become photographic, retaining visual impressions more strongly than the written word. Auditory impressions depend largely on their accompaniments; if words are spoken with the showing of a picture or sung to a catchy tune, these will be more strongly retained than mere words on a printed label. At best, pictorial devices give rise to transient impressions, depending on the needs and interests of the viewer. Many look but do not see, and as for spoken words, these may “go in one ear and out of the other!”.

To examine whether upstream firms in the food chain are knowledgeable about end‐users or consumers and to identify factors that might influence their acquisition of such knowledge.

A cross‐disciplinary approach is used to gain theoretical insights into the research questions. Consumer knowledge and influencing factors are revealed through an empirical study of producer and exporter firms in the Norwegian salmon farming industry. The study focuses on managerial knowledge of how consumers perceive the importance of the colour and texture of flesh and the fat content of salmon.

A relatively large proportion of the managers are not knowledgeable about consumers' quality perceptions. Closeness to consumers in the form of sales to the respective markets, or downstream location in the food chain, do not appear to improve knowledge. A differentiation strategy is not associated with more accurate consumer knowledge.

The study focuses on knowledge of a limited aspect of consumers' quality evaluation only and important chain actors such as retailers were not included in the study. Upstream firms pursuing a quality‐based differentiation strategy must take into account the fact that not all consumers are willing to pay a price premium for high quality, and that those who do might use surrogate indicators to infer quality.

The paper addresses the important but little researched area of distribution of end‐user knowledge in the food chain. It investigates reasons why and when upstream actors will benefit from end‐user knowledge.