1 The Demise of Traditional Fish Distribution Structures in Japan?-a case study of fish supply chains from Norway to Japan

Fish is at a slow pace increasingly being distributed in Japan through direct channels omitting the use of the traditional wholesale fish markets. Supply chain actors exporting and importing Norwegian fish explain that due to inefficiencies in using markets, these markets represent “excess intermediaries”. Based on a preliminary case study of the distribution of Norwegian mackerel and salmon to Japan, the impact of direct distribution compared with fish wholesale markets on the downstream part of the supply chain within Japan is analysed. Frozen mackerel and fresh salmon, the main fish export seafood products from Norway to Japan, are focal products in the case. Choice of distribution structure is treated from a combined logistics and marketing perspective complimented by an industrial network approach. The aim is to reach new preliminary understandings regarding physical and informational technicalities of the chains, laying a basis for analysing features of managing these two different types of supply chains in a common network. It is argued that there are no short-term clear-cut advantages in using direct distribution forms in Japan. Immediate advantages of direct distribution of Norwegian fish to Japan can arguably be created in developing movements of large quantities of similar goods in repeated transactions. However, use of wholesale Japanese fish markets also display potential for efficiency development. The potential demise of traditional Japanese fish distribution structures in Japan will expectedly be a slow process also dependent on changes in business, societal, and natural environment context factors Key words: Japanese wholesale fish markets, direct distribution, food supply networks, produc