Marketing competencies in the seafood industry.

The project focuses on how senior managers` develop and exploit their marketing competencies to enhance the performance and value adding of firms in the seafood industry. The proposed research is based on 3 phases of empirical research. In phase II we aim to study managers` decision-making processes through methods for direct observation. By directly observing managers at work we intend to truly understand how managers build and exploit new knowledge and skills over time. In phase III we will conduct a su rvey to test the derived framework (hypotheses) regarding managers` marketing competencies, including how they affect firm performance. The project is based on international collaboration between three suitable institutions, i.e. Fiskeriforskning, Univer sity of Ulster and the Norwegian School of Economics and Business Administration. Senior researcher Geir G. Ottesen at Fiskeriforskning will lead the project.