| dc.description.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. | nb_NO |
