Question 1

What types of distinctive resources and competence are the source of Lofoten Seaweeds’s competitive advantages in the market and what untapped resources and competencies do you recommend Lofoten Seaweed to further develop to strengthen its position in the highly competitive environment in a new and immature market?

Question 2

Lofoten seaweed strives to establish seaweed as a natural part of the Modern diet. The company is therefore working on a number of initiatives to achieve this goal, such as introducing several products and food experiences in food courses and in the restaurant, and educating and introducing the customers of this superfood.

What types of dynamic capabilities of the company are particularly important for developing a green company, and what type of dynamic capabilities would you recommend the company to further develop in order to strengthen its green competitiveness in the market? What types of dynamic capabilities stand out at Lofoten Seaweed – and what types of dynamic capabilities would you recommend Lofoten Seaweed to further develop in order to strengthen their competitive advantage in the future?

Question 3

What types of customer values does the company seek to fulfill (identify three customer values) and what activities are performed by the company that individually and reinforce one another to fulfill the customer values? What strategic trade-offs has the company made about what activities to perform in order to meet these distinct customer values? And to meet the critique against seaweed as food.

Question 4

What is the future horizons of Lofoten Seaweed with these trends, and what adjustments could Lofoten Seaweed take for their current business to smooth the phase of transition towards a new strategic horizon?