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Global Fisheries The Emergence Of A Sustainable Seafood Movement Case Solution

Solution Id Length Case Author Case Publisher
2080 752 Words (4 Pages) William Barnett, Pamela Matson, Julia Novy-Hildesley, Julia G. Mason, Alana F. Springer Stanford Business School : SI141
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Initially, the sea catch was considered to be an inexhaustible source. However, with the increase in seafood consumption and improvement in technology of catching fish, overfishing was a problem that threatened the marine population. Over time, governments, along with NOGs, formulated policies that helped reduce the problem of overfishing. From developing a consumer mindset of purchasing and consuming sustainable fish, to targeting corporates for indulging in sustainable fishing practices. However, as the industry matured, traceability was an issue because of sourcing from different countries where sustainability commitments were not implemented. Climate change and ecosystem health was also an endangering issue. 

Following questions are answered in this case study solution

  1. Introduction & Problem Identification

  2. Analysis

  3. Strategic Alternatives

  4. Recommended Action Plan

Case Analysis for Global Fisheries The Emergence Of A Sustainable Seafood Movement Case Solution

2. Analysis

In developing countries, policies and legislations that regulated the fishing industry were lagging. Furthermore, in developing countries, data were not recorded, which resulted in no analysis if the fishermen were overfishing. Engaging developing countries was a challenge because of the issue of traceability. The issue arose because of the lengthy nature of the seafood supply chain. In the Asian markets, as proven by the Baja Lobster Fisheries case, there was no demand for certifications of seafood sustainability. However, for exports, fisheries in developing countries also focused on certification and assuring traceability. 

When the movement of controlling overfishing began, many MNCs such as Unilever and Nestle joined hands with governments and assured sustainable production. These MNCs are also present in developing countries. However, the fish industry is in the control of local fishermen, and these MNCs can be used to change the perspective of the general population through marketing efforts. While the industry had standardized and fish farming was common practice in developed countries, in developing countries, wild-caught fish formed the majority of the seafood consumption. The financing of the future movement depended on venture capitalists and NGOs, which would impact the seafood supply chain. Another aspect that needs to be assessed is data availability and communication to the customer who would ensure that sustainably sources food is consumed. However, data regulation in developing countries is a hindrance. 

3. Strategic Alternatives

The first alternative is to bring globally present NGOs such as the WWF, which has previously also participated in the seafood protection movement. These NGOs can be funded by MNCs and venture capitalists in developing countries to develop a formalized fishing sector. However, this movement will take time because changing the perception and choices of the consumer is a lengthy task. This is because campaigns will take a long time to have their effect.

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