Competitive advantage in a global market: The Case of the Norwegian Salmon Farming Industry A comparative study of the Chilean salmon farming industry

Abstract

Purpose – This study tries to address the differentiation done by a mature industry as a comparative study to Felzensztein and Gimmon´s (2014) paper on the Chilean farmed salmon industry. It focuses on how firms might improve their performance in an international context. Choosing between either cost-advantage or differentiation as a form gaining a competitive advantage, this study further addresses the usage of the country of origin effect as a form of differentiation. Design/Methodology/Approach – The research unit of the thesis is set in the Norwegian salmon farming industry, alas the biggest producer of salmon in the world, now experienced exciting times with the easing of sanctions in the eastern world as well as an increase in environmental focus. Employing a qualitative Findings – The findings show that there exist a difference between the Norwegian industry and the Chilean and their future outlook. The Norwegian industry had trouble meeting the demand and as such didn’t have a preferred overall strategy but they respondents stated that in future competition the idea of differentiation would be ideal as it delivers higher value, while at the same time reduces the competition in international markets. Value/Originality – Helpful for future entrants to the Norwegian salmon farming industry, the possibility of country of origin branding is apparent. Furthermore, the study confirms the Norwegian Seafood Council´s usefulness, connecting the firms together with the organizations overall strategy and work. Keywords – Competitive advantage, Norway, Salmon industry, Country of origin, Differentiation, Porter´s generic strategies, Resource-based view