Acronym NA
Category
Aquaculture
Title Market-based value adding and differentiation of salmon Programme National Programme
Instrument (FP6)
Contact Type (FP7)
Strand (Interreg)
NA
Theme (FP7)
Activity Area (FP6)
Regional Area (Interreg)
Action (COST)
NA
Specific Programme (FP7)
NA
Funding source National Coordinator Geir Sogn-Grundvåg Coordinator email geir.sogn-grundvag@nofima.no
Coordinator institution
NOFIMA - Norwegian Institute of Food, Fisheries and Aquaculture Research (Norway)
Institutions involved
UAI - Adolfo Ibáñez University (Chile) ,
NHH - Norwegian School of Economics (Norway) ,
UiT-NFH - The Arctic University of Norway; Norwegian College of Fishery Science (Norway) ,
UoS - University of Stirling (United Kingdom) ,
Start year 2007 End year 2010 Funding (€) € 300,000 Website https://prosjektbanken.forskningsradet.no/project/FORISS/178092?Kilde=FORISS&distribution=Ar&chart=bar&calcType=funding&Sprak=no&sortBy=date&sortOrder=desc&resultCount=30&offset=150&ProgAkt.3=MATPROG-Matprogrammet%3A+Norsk+mat+fra+sj%C3%B8+og+land&source=FORISS&projectId=184162 Summary "Salmon is mainly exported as a standard product, as whole salmon or fillets. This means that price is often the only criterion on which salmon producers compete. The result is a strong focus on producing the salmon as cheaply as possible.
This project aims to increase understanding of the importance of product differentiation and competitive advantage both for salmon and other seafood by mapping the salmon producers' strategies to differentiate themselves from the competition.
The results show that salmon is tried to be differentiated in a wide range of ways. This includes physical product characteristics such as the product's appearance and labelling, various aspects of quality, product shape and packaging in addition to more abstract characteristics such as health/healthiness, environmental considerations, sustainability, origin, production method, storytelling and tradition etc. In summary, the findings suggest that salmon can be differentiated and that good prices can be achieved. However, it has been difficult to uncover profits linked to differentiated products and characteristics. The store studies also show that many properties are imitated by competitors. In this sense, imitation is a far more widespread strategy than innovation/differentiation.
A key lesson for companies that want to differentiate their products is therefore to invest in strategies and characteristics that are difficult to copy. Such strategies should, to the greatest extent possible, be based on unique combinations of resources and skills that the companies possess. Such resources and skills should be difficult and costly to imitate."
Keywords
Value chain;
Salmon;
Fish;
Fish products;
Market;
Marine Region
76
Not associated to marine areas
0
Marine Region Map
