An Analysis for a Norwegian Recapturing of a Salted Fish Market in Spain

  • Heidi Bjønnes LarsenEmail author
  • Knut Bjørn Lindkvist
  • Torbjørn Trondsen
Part of the MARE Publication Series book series (MARE, volume 8)


This chapter sums up the drivers and barriers for Norwegian producers in the Spanish market for salted fish. Four decisive changes in the lasting deep structures in the connecting value chain are identified in this book: (i) In the declining demand for traditional salted fish. (ii) In the composition of demanded products in the market. (iii) In the geographical patterns of the dominant consumer conventions and finally, (iv) In the lack of market oriented adaption of Norwegian-Spanish value chain conventions. The chapter applies critical realism as a platform to explore strategies to overcome the trade barrier in order to adjust the current causal deep structures in the value chain. Based on a thorough empirical study the chapter discusses possible strategies for producers to create interactive convention platforms between production knowledge and market knowledge in order to develop competitive, sustainable and profitable marketing strategies.


Critical realism Deep market structures Structural changes of products Geography and conventions Market strategy Market adaptation Market integration Quality standards 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Heidi Bjønnes Larsen
    • 1
    Email author
  • Knut Bjørn Lindkvist
    • 1
    • 2
  • Torbjørn Trondsen
    • 1
    • 3
  1. 1.Department of GeographyUniversity of BergenBergenNorway
  2. 2.Finnmark University CollegeFinnmarkNorway
  3. 3.Norwegian College of Fishery ScienceUniversity of TromsøTromsøNorway

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