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A case study elaborates on the project organization promoting change of transport mode in a food chain from a value perspective. This project organization may perspectively be viewed as a supply chain with value conceptions different from the everyday seafood supply chain it is meant to develop. Value is in this project context revealed as an intersubjective complex phenomenon, founded in that value conceptions by actors located at different locations in the supply chain. This renders customer value as one of many dynamic value components in this project organization. Value embedded in a supply chain is therefore always a source of uncertainty, a subjective perspective; it cannot be considered as a clear functional purpose in projects aimed at developing food supply. The route to reallocate seafood freight should therefore focus on organizing interconnectivity to support networking and the project members accepting that the project outcome is emergent.

The Value Aspect of Reallocating Seafood Freight from Road to Sea Transport