Developing the E-commerce Sector for the Fishery Industry: What Business Are We Really in?

Mohammed Hussen Alemu (), Valdimar Sigurdsson (), Asle Fagerstrøm () and Gordon R. Foxall ()
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Mohammed Hussen Alemu: Aarhus University
Valdimar Sigurdsson: Reykjavik University
Asle Fagerstrøm: Innovation, and Technology, Kristiania University of Applied Sciences
Gordon R. Foxall: Reykjavik University

Chapter 3 in The Marketing Firm, Volume I, 2025, pp 67-109 from Springer

Abstract: Abstract In this study, we use the theory of the marketing firm to explain marketing relationships between consumers and firms selling fish in the context of developing the e-commerce sector for the fishery industry. We use a unique dataset composed of quantitative and qualitative data to provide a behavioural economic analysis and interpretation. The results reveal interdependent managerial and consumer behavioural relationships indicating the presence of bilateral contingencies. The results also provide some indication of the theory of transaction cost, where cost-intensive activities are likely to be internalised within marketing firms selling fish.

Keywords: The marketing firm; Bilateral contingencies; Fishery industry; Discrete choice experiment (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91595-6_3

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DOI: 10.1007/978-3-031-91595-6_3

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