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Abstract
The present study provides an empirical investigation of the supply chain of fisheries products in Greece,
through the implementation of the Structure – Conduct and Performance (SCP) methodological approach. The
determinants of market performance have been analyzed considering the causal relationship of industry structure and
firm conduct, and consecutively the causal relationship of firm conduct and market performance. Primary data were
collected from Greek fisheries products stakeholders through personal interviews. The findings reveal that firm conduct is
affected by industry structure and sequentially both have a bearing upon market performance. As concerns the impact of
firm conduct on market performance, quality assurance has the most significant positive effect, which reveals the
significance of product differentiation strategy in determining the market performance of Greek fisheries firms. According
to the total effects on each dependent variable as a whole, the industry structure has greater impact on market
performance than the firm conduct. The most important factor that affects firm conduct is international competition while
the most important factors that affect market performance are those pertaining to industry structure – namely competitive
advantage and C.F.P measures. The most positive and significant effect of competitive advantage that is reflected to
customer demand, trade barriers and competition illustrates that it is a prerequisite to improve levels of market
performance. These findings may assist all involved parties to confront impediments and develop efficient marketing
strategies to compete more successfully in the global marketplace.