Food producers and other producers of primary products such as forestry increasingly face international competition, and the markets for their products increasingly become globalized. This process can provide promising opportunities to reach new markets and to increase value added by marketing new products. But there are challenges though, as new competitors show up in the domestic markets and access to the retail outlets is denied.
Norway is a country with a successful export oriented aquaculture industry and more protected forestry and agricultural sectors. This book explores some of the lessons learned from these sectors in coping with international competition and in exploiting the opportunities that are offered by more open markets. The perspectives adopted come from marketing, economics as well as multidisciplinary social sciences. Each perspective is essential to paint a reliable picture of the opportunities and challenges facing primary industries.
The book is divided into three sections: - Supply chain organization and international trade - Marketing and consumer preferences - Market based management