Journal of Business & Industrial Marketing

Purpose – This paper seeks to identify and assess the problems of distribution and logistics that arise in the fishery sector in Greece and to examine the impact of market orientation with regard to these problems.

Design/methodology/approach – The paper is based on the findings of a survey involving 186 companies. Descriptive statistics for each variable were used in order to assess the importance of each problem of distribution and logistics. Cluster analysis was carried out based on the perception of the importance of the problems of distribution and logistics. In addition, “crosstabs”analysis was used to examine the association between distribution problems and the firm characteristics of each cluster. Finally, linear multiple regression analysis was carried out, with each problem of distribution and logistics taken as the dependent variable and each element of marketing and logistics taken as an independent variable.

Findings – The importance of distribution and logistics problems varied widely, as did the market orientation between the groups of participating firms. In addition, certain firm characteristics and infrastructure factors can become so significant that they directly affect the degree of importance of the above problems.

Practical implications – Distribution & Logistics Managers should be aware of the significant influence that certain characteristics of the firms can have on the distribution function. Special attention should be paid to the importance of the distribution problems and the role of market orientation.

Originality/value – Unlike earlier research carried out in this domain, this study deals with a much wider range of problems and a broader cross-section of companies. In addition, it is the first to focus in detail on the degree of importance of distribution problems and the role of market orientation.