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
Frugal Innovations: when less is more
19.04.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO
Europe's microtechnology industry is attuned to growth
10.03.2017 | IVAM Fachverband für Mikrotechnik
More and more automobile companies are focusing on body parts made of carbon fiber reinforced plastics (CFRP). However, manufacturing and repair costs must be further reduced in order to make CFRP more economical in use. Together with the Volkswagen AG and five other partners in the project HolQueSt 3D, the Laser Zentrum Hannover e.V. (LZH) has developed laser processes for the automatic trimming, drilling and repair of three-dimensional components.
Automated manufacturing processes are the basis for ultimately establishing the series production of CFRP components. In the project HolQueSt 3D, the LZH has...
Reflecting the structure of composites found in nature and the ancient world, researchers at the University of Illinois at Urbana-Champaign have synthesized thin carbon nanotube (CNT) textiles that exhibit both high electrical conductivity and a level of toughness that is about fifty times higher than copper films, currently used in electronics.
"The structural robustness of thin metal films has significant importance for the reliable operation of smart skin and flexible electronics including...
The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.
Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...
The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...
Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.
Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...
28.04.2017 | Event News
20.04.2017 | Event News
18.04.2017 | Event News
28.04.2017 | Medical Engineering
28.04.2017 | Earth Sciences
28.04.2017 | Life Sciences