Title: A market-oriented innovative quality framework for the investigation of competitive entry opportunities into new seafood markets for producers

Authors: Muhammad Yusuf; Torbjørn Trondsen

Addresses: Norwegian College of Fishery Science, University of Tromsø, Brevika 9037, Tromsø, Norway ' Norwegian College of Fishery Science, University of Tromsø, Brevika 9037, Tromsø, Norway

Abstract: This paper develops a theoretical foundation for investigating effective market-oriented strategies to enable entry into new seafood markets by means of innovation and product quality advantages. The introduction of new products to the market is associated with several factors primarily including: (1) market openness and demand for new product attributes; (2) business orientation and strategies in marketing management throughout the value chain; (3) the value chain structure; (4) regulation of the value chain; (5) balances and trends in supply and demand. The relationship between these factors is understood by combining theories of Barney's VRIO concept, the five stages of Rogers' innovation-decision process model and Porter's five forces of competition position model, summarised in a market-oriented innovative quality (MOIQ) framework.

Keywords: innovation; product quality; market orientation; competitive advantages; value chains; seafood products; market entry.

DOI: 10.1504/IJQI.2013.057006

International Journal of Quality and Innovation, 2013 Vol.2 No.2, pp.175 - 192

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 05 Oct 2013 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article