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NATURNAER-Natur og næring

Creating competitive advantages within marine fish farming - a critical review of competitive positioning and organizational form

Awarded: NOK 2.2 mill.

Project Manager:

Project Number:

167325

Application Type:

Project Period:

2005 - 2008

Funding received from:

The Norwegian marine farming industry has faced severe setbacks and is now in a state of financial turmoil. The industry has not succeeded in developing a complete and competitive value chain in spite of heavy investments and efforts both from entrepreneu rs, private investors and the government. The objective of this project is to systemize the strategic and organizational experience of the industry during the last twenty-year period and contribute to the development of competitive tools for market penetr ation in the highly competitive international food markets. Through comparative studies of the more mature salmon farming industry we elaborate on both competitive strategy and the range of organizational forms that may prove adequate in penetrating the f ood markets, reduce risk and increase the survival rate within marine fish farming. From a competitive strategy perspective we look closer at the benefits of hybrid and flexible generic strategies including both quality, resource protection, cost efficie ncy and timing elements. We acknowledge the severe competition both from present rivals and substitutes in the most attractive markets, and the negotiation power of dominant actors in downstream distribution. To meet these challenges with a sufficient set of competitive positioning tools we discuss adjacent organizational forms. We take a critical position towards the present doctrine of large-scale, integrated systems especially within marine farming. We look closer at both intensive, integrated concept s and network oriented value chain platforms from both a theoretical and empirical perspective.

Funding scheme:

NATURNAER-Natur og næring

Thematic Areas and Topics

No thematic area or topic related to the project