Niche Firms and the Role of Commitment: An Exploratory Study of Seafood Exporters

Abstract

The purpose of this research article is to explore the relationships and challenges that export-oriented niche firms experience in terms of commitment to customer firms. The research has been conducted through case methodology, including in-depth interviews with key informants in five firms. The findings show that these case firms display strong niche firms' characteristics and high affective commitment to their major customers. The relationships are few, close, and long-term. Potential challenges resulting from customer commitment are personal friendships that could hamper sound business decisions, difficulties with terminating long-lasting personal relationships in favor of others, and opportunistic behavior. Further reported challenges are vulnerability due to specific production investments or product adaptation combined with a vulnerable production, challenging price negotiations, and potential conflicts of commitment down the marketing channel.