Abstract

Small-scale fisheries are essential to maintaining the socio-economic security of fishers and fishery-dependent communities, but they are the most vulnerable to the changing dynamics of the market due to their low competitive advantage, low bargaining power and limited political power to influence decisions. Many countries have a mandate to assist fishers to compete in fisheries, but often this does not extend to marketing aspects, and does not include fishers in decision making. This paper will introduce and apply a framework for assessing and evaluating the administrations of the State in providing assistance to small-scale fishers in marketing, as a measure of good governance. In particular, this requires evolving from a production-oriented approach in fisheries towards contemporary marketing approaches – market-oriented and relationship marketing.

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