Global disruptions have a dramatic effect on international trade and often come as a shock to businesses. The consequences of disruptive events lead to uncertainty and radical changes to companies' well-established strategies. As a result, companies need to develop appropriate responses in order to adapt to the new reality and survive. In this paper, we discuss two cases – the Russian embargo introduced in 2014 and the U.S. additional tariff imposed in 2019 – to shed light on importers´ strategies in response to disruptions in the seafood industry. Based on our field observations, we propose a typology of strategic responses to global disruptive events.
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Valeria Nyu
Nord University
Valeria Nyu is a Ph.D. candidate at Nord University Business School in Bodø, Norway. Her primary research interests include marketing strategy and international trade, with a particular focus on marketing channels, export and import strategies in the seafood industry...
Frode Nilssen
Nord University
Frode Nilssen is a DSc and Professor in Marketing at Nord University Business School and is Research Professor at Fridtjof Nansens Institute. Nilssen holds a MSc in Marketing from Stirling University, UK and a MSc in Fisheries Economics from the University of Tromsø...
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