Skip to main content
Kent Academic Repository

The impact of the current expansion of the European Union on international marketing strategies on Norwegian multinational farmed salmon producers: A case study

Melewar, T.C., Mui, H., Gupta, Suraksha, Knight, J. (2008) The impact of the current expansion of the European Union on international marketing strategies on Norwegian multinational farmed salmon producers: A case study. Marketing Intelligence and Planning, 26 (4). pp. 405-415. ISSN 0263-4503. (doi:10.1108/02634500810879304) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:42664)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1108/02634500810879304

Abstract

Purpose - The purpose of this paper is to discuss the impact of the recent European Union (EU) expansion on the international marketing strategies of Fjord Seafood, a Norwegian farmed salmon producer. Design/methodology/approach - The Norwegian salmon industry provides an interesting case study because it reflects the complexities of a dynamic international environment. Not only must the industry grapple with the threats and opportunities brought on by the expansion, but also it must confront the potential repercussions of, an at times troubled relationship with EU authorities. Findings - The findings as a consequence of the study are based on the changes in the market place, provide a theoretically driven analysis of said changes, and suggest viable marketing strategies to accommodate the dynamism and complexity of the newly enlarged EU. As for the future, convergence of the market may make increased standardisation possible. However, food is very much culture dependent, so it is uncertain to what extent standardisation can and will occur. Originality/value - The paper makes a two-pronged contribution to the literature on international marketing. The paper commences with a discussion of the macro-environmental factors which now confront Fjord Seafood. Building on existing theories, the discussion moves on to consider which marketing strategy and marketing mix options would be viable in a newly enlarged EU. Finally, the paper concludes with an integrated synopsis and several reasoned suggestions for future market growth.

Item Type: Article
DOI/Identification number: 10.1108/02634500810879304
Uncontrolled keywords: European Union, Fish farming, International marketing, Marketing mix, Norway
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Tracey Pemble
Date Deposited: 22 Aug 2014 14:05 UTC
Last Modified: 16 Nov 2021 10:16 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/42664 (The current URI for this page, for reference purposes)

University of Kent Author Information

Gupta, Suraksha.

Creator's ORCID:
CReDIT Contributor Roles:
  • Depositors only (login required):

Total unique views for this document in KAR since July 2020. For more details click on the image.