Department of Economics and Business Economics

Developing the e-commerce sector for the fishery industry: What business are we really in?

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review


  • Mohammed Hussen Alemu, Reykjavík University
  • ,
  • Valdimar Sigurdsson, Reykjavík University
  • ,
  • Asle Fagerstrøm, Kristiania University College
  • ,
  • Gordon Robert Foxall, Reykjavík University, Cardiff University

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.

Original languageEnglish
JournalManagerial and Decision Economics
Pages (from-to)274-290
Number of pages17
Publication statusPublished - 2020

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