Norway exports seafood to around 155 different countries throughout the world, and the seafood industry is one of our most important export trades.
Norwegian seafood exports have had an almost universal presence in certain markets. However this position has certainly led to us developing a rather too laissez faire attitude when it comes to fish. We are far from having a universal presence on the international fish counter. The competition is increasing.
Choosing Denmark over Russia
“We sell too much of our seafood to the fish processing industry in Denmark, who are not so different from us. Nordic businesses are not so good at establishing long-term relations in countries that are culturally different from us, for example Russia, France, Italy and Japan,” claims researcher Gro Alteren.
As an example, she points to seafood exporters in Troms and Finnmark, who sell as much as a quarter of their seafood exports to Denmark.
“I think this is too easy and defensive,” says Alteren. “By going for demanding markets such as Russia, the industry obtains the opportunity to become more professional within export markets.”
For her doctoral thesis at the BI Norwegian School of Management, Gro Alteren performed a study within the Norwegian seafood industry to discover whether cultural sensitivity can aid in developing lasting and strategically important trade relations within export markets. She conducted a survey to which 111 people who are responsible for serving customers in export markets responded.
The key to demanding markets
Cultural sensitivity and cultural understanding are decisive elements of success in export markets. This is perhaps not so surprising. But what on earth is cultural sensitivity? And how does a seafood exporter proceed to master the cultural differences within their export markets?
“A seafood exporter with well developed cultural sensitivity will have the necessary knowledge of the attitude, skills and experience that are required when handling cultural differences within the export market,” explains Alteren.
In her doctoral thesis, Gro Alteren further develops the concept of cultural sensitivity. The following four dimensions prove to be important expressions of cultural sensitivity:1) Experience and in-depth knowledge of the export country,
Moreover, this is not something that you can learn on a course or in training programmes.
“First hand knowledge is acquired by serving different customers within the market and by making frequent deliveries and deals; these are what help a business to develop their ability to adapt their business style to the customers they serve,” maintains Alteren.
On Wednesday 30th May 2007, Gro Alteren defended her doctoral thesis at BI Norwegian School of Management with the thesis “Does Cultural Sensitivity Matter to Maintaining Business Relationships in the Export Markets? An empirical investigation in the Norwegian seafood industry.”
Audun Farbrot | alfa
RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung
The RWI/ISL-Container Throughput Index started off well in 2018
22.02.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung
Satellites in near-Earth orbit are at risk due to the steady increase in space debris. But their mission in the areas of telecommunications, navigation or weather forecasts is essential for society. Fraunhofer FHR therefore develops radar-based systems which allow the detection, tracking and cataloging of even the smallest particles of debris. Satellite operators who have access to our data are in a better position to plan evasive maneuvers and prevent destructive collisions. From April, 25-29 2018, Fraunhofer FHR and its partners will exhibit the complementary radar systems TIRA and GESTRA as well as the latest radar techniques for space observation across three stands at the ILA Berlin.
The "traffic situation" in space is very tense: the Earth is currently being orbited not only by countless satellites but also by a large volume of space...
An international team of researchers has discovered a new anti-cancer protein. The protein, called LHPP, prevents the uncontrolled proliferation of cancer cells in the liver. The researchers led by Prof. Michael N. Hall from the Biozentrum, University of Basel, report in “Nature” that LHPP can also serve as a biomarker for the diagnosis and prognosis of liver cancer.
The incidence of liver cancer, also known as hepatocellular carcinoma, is steadily increasing. In the last twenty years, the number of cases has almost doubled...
In just a few weeks from now, the Chinese space station Tiangong-1 will re-enter the Earth's atmosphere where it will to a large extent burn up. It is possible that some debris will reach the Earth's surface. Tiangong-1 is orbiting the Earth uncontrolled at a speed of approx. 29,000 km/h.Currently the prognosis relating to the time of impact currently lies within a window of several days. The scientists at Fraunhofer FHR have already been monitoring Tiangong-1 for a number of weeks with their TIRA system, one of the most powerful space observation radars in the world, with a view to supporting the German Space Situational Awareness Center and the ESA with their re-entry forecasts.
Following the loss of radio contact with Tiangong-1 in 2016 and due to the low orbital height, it is now inevitable that the Chinese space station will...
Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP, provider of research and development services for OLED lighting solutions, announces the founding of the “OLED Licht Forum” and presents latest OLED design and lighting solutions during light+building, from March 18th – 23rd, 2018 in Frankfurt a.M./Germany, at booth no. F91 in Hall 4.0.
They are united in their passion for OLED (organic light emitting diodes) lighting with all of its unique facets and application possibilities. Thus experts in...
A new scenario seeking to explain how Mars' putative oceans came and went over the last 4 billion years implies that the oceans formed several hundred million...
23.03.2018 | Event News
19.03.2018 | Event News
16.03.2018 | Event News
23.03.2018 | Materials Sciences
23.03.2018 | Agricultural and Forestry Science
23.03.2018 | Physics and Astronomy