The impact of the current expansion of the European Union on international marketing strategies on Norwegian multinational farmed salmon producers

Abstract

PurposeThe purpose of this paper is to discuss the impact of the recent European Union (EU) expansion on the international marketing strategies of Fjord Seafood, a Norwegian farmed salmon producer.Design/methodology/approachThe Norwegian salmon industry provides an interesting case study because it reflects the complexities of a dynamic international environment. Not only must the industry grapple with the threats and opportunities brought on by the expansion, but also it must confront the potential repercussions of, an at times troubled relationship with EU authorities.FindingsThe findings as a consequence of the study are based on the changes in the market place, provide a theoretically driven analysis of said changes, and suggest viable marketing strategies to accommodate the dynamism and complexity of the newly enlarged EU. As for the future, convergence of the market may make increased standardisation possible. However, food is very much culture dependent, so it is uncertain to what extent standardisation can and will occur.Originality/valueThe paper makes a two‐pronged contribution to the literature on international marketing. The paper commences with a discussion of the macro‐environmental factors which now confront Fjord Seafood. Building on existing theories, the discussion moves on to consider which marketing strategy and marketing mix options would be viable in a newly enlarged EU. Finally, the paper concludes with an integrated synopsis and several reasoned suggestions for future market growth.