Behind the fish market facade

Cantillon, Sophie, 1966- (author): Chalmers tekniska högskola, Institutionen för teknikens ekonomi och organisation, Industriell marknadsföring

Håkansson, Håkan (author)

Chalmers University of Technology Department of Technology Management and Economics, Industrial Marketing.

Abstract Subject headings

Fish is often referred to as a commodity because it is a simple product wherein variety occurs naturally in terms of size and species. In other words, a far cry from a hi-tech product which would conventionally be assumed to involve much more direct and elaborate contact between buyers and sellers. This paper uses two fish market cases, one local and one national, to argue that the interaction in these markets has significant content (substance) and that the markets are, therefore, more organized than would be supposed. The cases are analysed using a research tool which has been developed to characterize variety in interaction.