China : the next chapter in the Norwegian salmon adventure? : an exploratory study of Norwegian salmon exports to China

The purpose of this thesis is to explore and understand Norwegian salmon exporters’ perception \nof the profitability and the approach to succeed in the Chinese market. We chose to explore \nthis topic due to the special circumstances that arose in the aftermath of the announcement \nof a normalised bilateral relation between China and Norway. We have examined how \nNorwegian salmon exporters assess the attractiveness of the Chinese market, and whether they \nfind it desirable to enter with Norwegian salmon. We have also investigated which factors that \nmay influence the success of Norwegian salmon exporters in China. \nWe have used a qualitative research methodology to get an in-depth understanding of how \nNorwegian salmon exporters perceive and approach the Chinese seafood market. The data for \nour research was primarily collected by interviewing eight Norwegian salmon export companies, \nusing a semi-structured interview technique. We wanted a diverse group of interview \nsubjects to get a more representative sample, and therefore chose companies that varied based \non the attributes size, geographical location, degree of former China experience, and whether \nthe exporter sold salmon from different producing countries. \nIn our study we found that Norwegian salmon exporters have high expectations for the Chinese \nmarket, but there are some major issues that they need to be aware of and able to adapt to, in \norder to make China a profitable market. Through the interviews we identified and analysed \nsix factors that may impact the success of Norwegian salmon exporters in China. These were: \npresence, relations, approach to new relations, human resources, types of contract, and branding \nand reputation. As further research, we suggest that a longitudinal study with subsequent \nempirical testing should be conducted on the six identified factors, when more trade data on \nNorwegian salmon to China are available.