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Abstract In this final paper the topic of discussion is joint marketing in the seafood industry with focus on Iceland and Norway. At the beginning of the 20th century both Iceland and Norway had similar systems in place where individual fish merchants dominated the industry. In response to worsening market conditions for salted fish, both countries primary seafood export product, changes were made and mandatory sales organizations (MSOs) where introduced, albeit in different forms. In Norway merchants maintained their independence while they were obligated to belong to a MSO. In Iceland export management companies (EMCs) owned by the producers became dominant with 4 main EMCs, SH, SÍF, SÍS and the Icelandic Herring Board dominating the export sector while individual merchants were largely excluded from the sector. In the 1990’s both countries made changes to the legal environment for seafood exports where separate routes were taken. Norway made it an obligation for exporters to pay an export tax which a state owned limited company utilizes for joint marketing for the sector. In Iceland exporters are independent and have no such obligations. This has cost Iceland the visibility as a country of origin for seafood that the strong EMCs provided while Norway has increased it’s visibility as of country of origin. A survey was conducted among sales- and marketing managers in Icelandic fisheries companies to determine their attitude towards joint marketing in the sector followed by interviews to gain a better understanding of their views. The result was that a general interest for more joint marketing is in place but due to different interests and views it may prove difficult to join the entire sector in one solution.

Keywords: Fisheries, seafood, joint marketing, EMCs, MSOs.


Sameiginleg markaðssetning í sjávarútvegi  

12 ECTS eininga lokaverkefni til 180 ECTS eininga B.Sc. gráðu í sjávarútvegsfræði frá Háskólanum á Akureyri. Höfundur: Sindri Már Atlason