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

In: The Marketing Firm, Volume I

Author

Listed:
  • Mohammed Hussen Alemu

    (Aarhus University
    Reykjavik University)

  • Valdimar Sigurdsson

    (Reykjavik University)

  • Asle Fagerstrøm

    (Innovation, and Technology, Kristiania University of Applied Sciences
    BI Norwegian Business School)

  • Gordon R. Foxall

    (Reykjavik University
    Cardiff University)

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.

Suggested Citation

  • Mohammed Hussen Alemu & Valdimar Sigurdsson & Asle Fagerstrøm & Gordon R. Foxall, 2025. "Developing the E-commerce Sector for the Fishery Industry: What Business Are We Really in?," Springer Books, in: Valdimar Sigurdsson & Gordon R. Foxall (ed.), The Marketing Firm, Volume I, chapter 3, pages 67-109, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91595-6_3
    DOI: 10.1007/978-3-031-91595-6_3
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