Developing the e‐commerce sector for the fishery industry: What business are we really in?. (17th October 2019)

• Record Type: Journal Article
• Authors: Alemu, Mohammed Hussen; Sigurdsson, Valdimar; Fagerstrøm, Asle; Foxall, Gordon Robert
• Other Names: Menon R. G. Vishnu guestEditor.
• Is Part Of: Managerial and decision economics. Volume 41:Number 2(2020)
• Page Start: 274
• Page End: 290
• Publication Date: 2019-10-17
• Subjects: Managerial economics -- Periodicals; Decision making -- Periodicals; Management -- Periodicals; 658.15
• DOI: 10.1002/mde.3089
• Languages: English
• ISSNs: 0143-6570

Abstract

Abstract : In this study, we use the theory of the marketing firm to explain marketing relationships between consumers and firms selling fish in the context of developing the e‐commerce sector for the fishery industry. We use a unique dataset composed of quantitative and qualitative data to provide a behavioral economic analysis and interpretation. The results reveal interdependent managerial and consumer behavioral relationships, indicating the presence of bilateral contingencies. The results also provide some indication of the theory of transaction cost, where cost‐intensive activities are likely to be internalized within marketing firms selling fish.