TRIZ application in marketing model to solve operational problems for Taiwanese aquatic products with food traceability systems

Purpose – The purpose of this paper is to analyze and investigate analyzed core operational problems of aquatic products with food traceability system and their performance in the Taiwanese market and to develop the marketing strategies to solve these core operational problems. Design/methodology/approach – Based on all of the core operational problems derived from the literature, the paper interviewed distributors and aquatic product producers and collected their ideas to resolve the above problems. Then, the study applies the TRIZ theory to find the improving and worsening parameters for those issues, based on which the study can develop strategies to improve the marketing model of aquatic products with food traceability systems to solve operational problems. Findings – The findings of the study are of three fold: identified seven core problems of aquatic products with food traceability systems; identified seven strategies for improving marketing model to solve operational problems of aquatic products with food traceability systems and developed the new marketing model to solve operational problems for aquatic products with food traceability systems. Practical implications – Promoting the food traceability certification comprehensively cannot only improve the food safety in Taiwan but also improve the competitiveness of Taiwanese industries as well as help to expand to the international market. Originality/value – The contribution of this study lies in extending the body of knowledge of application of TRIZ methodology in marketing model for aquatic products with food traceability systems. The findings of this study can be used as a reference for aquaculture products with traceability systems in other countries, as food safety is a globally growing trend.