Premium
Developing the e‐commerce sector for the fishery industry: What business are we really in?
Author(s) -
Alemu Mohammed Hussen,
Sigurdsson Valdimar,
Fagerstrøm Asle,
Foxall Gordon Robert
Publication year - 2020
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.3089
Subject(s) - interdependence , context (archaeology) , transaction cost , business , marketing , e commerce , fish <actinopterygii> , industrial organization , interpretation (philosophy) , database transaction , fishery , computer science , world wide web , biology , paleontology , finance , political science , law , programming language
In this study, we use the theory of the marketing firm to explain marketing relationships between consumers and firms selling fish in the context of developing the e‐commerce sector for the fishery industry. We use a unique dataset composed of quantitative and qualitative data to provide a behavioral economic analysis and interpretation. The results reveal interdependent managerial and consumer behavioral relationships, indicating the presence of bilateral contingencies. The results also provide some indication of the theory of transaction cost, where cost‐intensive activities are likely to be internalized within marketing firms selling fish.