China : the next chapter in the Norwegian salmon adventure? : an exploratory study of Norwegian salmon exports to China

Abstract

The purpose of this thesis is to explore and understand Norwegian salmon exporters’ perception of the profitability and the approach to succeed in the Chinese market. We chose to explore this topic due to the special circumstances that arose in the aftermath of the announcement of a normalised bilateral relation between China and Norway. We have examined how Norwegian salmon exporters assess the attractiveness of the Chinese market, and whether they find it desirable to enter with Norwegian salmon. We have also investigated which factors that may influence the success of Norwegian salmon exporters in China. We have used a qualitative research methodology to get an in-depth understanding of how Norwegian salmon exporters perceive and approach the Chinese seafood market. The data for our research was primarily collected by interviewing eight Norwegian salmon export companies, using a semi-structured interview technique. We wanted a diverse group of interview subjects to get a more representative sample, and therefore chose companies that varied based on the attributes size, geographical location, degree of former China experience, and whether the exporter sold salmon from different producing countries. In our study we found that Norwegian salmon exporters have high expectations for the Chinese market, but there are some major issues that they need to be aware of and able to adapt to, in order to make China a profitable market. Through the interviews we identified and analysed six factors that may impact the success of Norwegian salmon exporters in China. These were: presence, relations, approach to new relations, human resources, types of contract, and branding and reputation. As further research, we suggest that a longitudinal study with subsequent empirical testing should be conducted on the six identified factors, when more trade data on Norwegian salmon to China are available.