A Conceptual Framework for Innovative Marketing in Technology-Based Startups in the Fisheries Sector: A Mixed Approach Based on Qualitative and Quantitative Data

Abstract The growth of startups in the fisheries industry, alongside intensifying competition, shifting consumption patterns, and market complexities, underscores the necessity of revisiting traditional marketing approaches and moving toward creative and innovative models. Despite the importance of this issue, indigenous and systematic frameworks for explaining innovative marketing in this industry remain limited. Accordingly, the present study aims to develop and articulate a comprehensive model of innovative marketing in fisheries startups.

This research employs a mixed-method approach (qualitative–quantitative). In the qualitative phase, grounded theory methodology was applied, and data were collected through semi-structured interviews with 18 academic experts and experienced managers in the fisheries industry. Participants were selected using a combination of judgmental and snowball sampling, and data collection continued until theoretical saturation was achieved. In the quantitative phase, the statistical population consisted of fisheries industry practitioners, from whom 384 valid questionnaires were collected and analyzed using convenience random sampling. Structural equation modeling was employed to test the proposed model and research hypotheses.

Qualitative findings revealed that the innovative marketing model in fisheries startups comprises six main dimensions: causal conditions (e.g., weak market information, limited awareness, organizational strategy, and adoption of modern advertising methods), contextual conditions (including SWOT analysis, value creation, effective customer communication, and use of social media), intervening conditions (such as health and quality standards, data sharing and advanced analytics, global markets, and changing consumption patterns), core category (training, user experience, motivational strategies, and transformation in products and services), strategies (educational content delivery, value creation, strategic evaluation, and effective customer interaction), and outcomes (such as enhanced credibility, personalized offerings, experiential and content marketing, adoption of advanced technologies, and sustainable raw materials).

Quantitative results confirmed that all research hypotheses were significant at the 0.05 level, indicating good model fit and meaningful relationships among its components. Overall, findings suggest that adopting innovative marketing can play a pivotal role in enhancing brand credibility, boosting sales, strengthening innovation, creating competitive differentiation, improving performance, and attracting new customers in fisheries startups.

Keywords Innovative Marketing; Startups; Fisheries Industry; Marketing Innovation; Structural Equation Modeling

Introduction In the contemporary era, creative activities serve as one of the most critical drivers for optimal resource utilization, playing a fundamental role in operationalizing productive processes and transforming ideas into practical solutions. This is achieved through designing appropriate organizational infrastructures and providing technological foundations (Alkharas, 2019). Evidence indicates that companies with higher levels of creativity perform similar activities in distinctive ways, and through creative marketing, they enhance their capacity for innovation and the ability to convert ideas into economic value (Romdoni, 2019).

Promoting creativity in workplaces can significantly elevate business success, as creative thinking enables individuals to generate innovative ideas and challenge traditional patterns and practices (Denanio et al., 2015). In business contexts, creative thinking manifests either as clear product/service differentiation or as simple yet effective ideas that, due to their efficiency and appeal, generate strong market attraction—particularly for online businesses and startups (Stiufi & Doi, 2019).

Within this framework, the fisheries industry emerges as a promising domain for leveraging creativity and innovation. As one of the most vital economic subsectors globally, fisheries contribute to food security, trade development, employment generation, entrepreneurship, and poverty reduction (Namisi, 2000). Alongside other marine and coastal economic activities, fisheries play a substantial role in socio-economic development and have consistently been prioritized in development programs (Adeli, 2020).

. Table 1. Reliability and Validity of Research Variables

Construct	AVE	Composite Reliability (CR)	Cronbach’s Alpha
Causal Conditions	0.703	0.904	0.858
Contextual Conditions	0.714	0.909	0.866
Intervening Factors	0.710	0.924	0.898
Strategies	0.666	0.909	0.875
Outcomes	0.767	0.929	0.898
Core Category	0.706	0.764	0.813

Source: Research Findings

Cronbach’s alpha and composite reliability values exceed 0.70, indicating acceptable reliability of the constructs. Furthermore, AVE values are greater than 0.50, confirming convergent validity.

Nevertheless, it must be acknowledged that no economic sector across nations is immune to the consequences of climate change and global warming. Agriculture, and particularly the fisheries industry, due to its direct dependence on natural resources, is more vulnerable than other sectors (Bantigo, 2018). Moreover, the rapid growth of the global population has compelled food and nutrition experts to continuously seek new and sustainable food sources. Simultaneously, challenges such as climate change, widespread use of chemical pesticides, and improper waste disposal have confronted the fisheries industry worldwide with unprecedented complexities. In this regard, the Food and Agriculture Organization (FAO) has assessed aquaculture as highly strategic for the future of food security, employment, foreign exchange earnings, and rural development (Hassan et al., 2021).

Additionally, the continuous decline in arable land and limited terrestrial resources, coupled with the fact that approximately 70 percent of the Earth’s surface is covered by water, highlight the necessity of identifying and optimally exploiting aquatic resources. Addressing this challenge requires adopting both short-term and long-term strategic approaches (Koiman, 2019). Accordingly, innovations emerging from startups in the fisheries sector offer promising horizons for the future of this industry.

In recent years, numerous startups have emerged in the fisheries industry, relying on innovative solutions and creative marketing to overcome existing limitations. Among the diverse issues related to fisheries and aquaculture activities, marketing occupies a particularly critical position (Gosbami & Bezbaro, 2020). Although fisheries activities in Iran have shown growth despite existing challenges, evaluations reveal that a significant portion of aquaculture and marine products fail to reach consumer markets effectively (Babakhani et al., 2016).

In today’s competitive environment, where industries face intense startup rivalry, attention to marketing and the adoption of scientific, innovative, and creative methods in product promotion and sales have become indispensable pillars of economic activity. Neglecting this aspect often leads to economic failure, as in the current competitive landscape, the sustainability of a product depends on innovative marketing and surpassing the limitations of traditional approaches (Sarmotnakol, 2019).

The importance of innovative marketing in fisheries products is no less than other fundamental measures for developing protein supply industries. If products are not harvested and preserved at the right time, or if processing, packaging, and distribution are not conducted based on scientific principles and accurate market information, the effectiveness of other developmental activities will be significantly reduced. Thus, innovative marketing can be considered a prerequisite for progress in the production, distribution, and consumption of fisheries products (Tiusari et al., 2020).

This issue is particularly significant in Iran. With diverse capacities and advantages in aquaculture, Iran possesses high potential for expanding production and food diversity, enhancing food security, increasing non-oil exports, generating foreign exchange, and especially creating direct and indirect productive employment (Arabshahi-Karizi, 2018).

Given the structure of innovation and creativity systems in the fisheries and aquaculture industry, a set of institutions and functions in this domain hold greater importance. Examining the current status of these institutions and analyzing their challenges and issues is a fundamental step toward improving industry performance. Since innovative marketing can play a decisive role in encouraging consumers to purchase and consume aquatic products, the primary objective of this study is to design and articulate a comprehensive model of innovative marketing in the fisheries industry.

Findings (Qualitative Section)

Grounded Theory Approach Grounded theory provides a structured analytical framework, and in this study, the Strauss and Corbin approach was adopted. According to these theorists, each phenomenon is examined through six essential components: a core category, causal conditions, contextual conditions, intervening conditions, strategies, and outcomes resulting from action and interaction.

To analyze interview data, Strauss and Corbin’s comparative method (1998) was applied in three stages: open coding, axial coding, and selective coding.

• Open Coding: After transcribing each interview, the process of open coding began. In this stage, collected data were broken down into the smallest identifiable conceptual units. The aim was to extract initial concepts and uncover latent meanings through systematic fragmentation and labeling (Mansourian, 2007).

• Axial Coding: In this stage, concepts identified during open coding were categorized and organized into broader themes. This process reduced the number of analytical units and created conceptual coherence among the data, enabling the articulation of relationships between categories. The Strauss and Corbin paradigm model was employed to identify and explain these processes.

• Selective Coding: As the final stage, selective coding involved choosing the core category and explaining its relationship with other categories. This step integrated the theoretical structure of the study into a coherent framework, grounded in the results of axial coding (Strauss & Corbin, 1998).

The results of coding interviews revealed that factors related to the innovative marketing model in fisheries startups can be classified into a set of categories and subcategories. All extracted factors, along with corresponding categories and semantic codes, are presented in the following tables.

Table 2. Analysis of Interview Data

Paradigm	Main Category	Subcategory	Concept
Outcomes	Enhancing Credibility	Providing Social Proof	Transparency in product information; Positive customer reviews; Customer feedback
		Research and Development	Establishing R&D teams; Developing new products; Ensuring product/service quality
		Media Presence	Attractive content on social media; Active participation in media outlets
	Increasing Sales	Content Marketing	Sharing production processes; Brand storytelling; Smart content publishing; Product-related content
		Advanced Technologies	Interactive videos; Creative advertising; Smart sales applications; Automated sales systems; Online sales; Smart technologies in fisheries
		Customer-Centric Experience	Effective after-sales services; Creating positive customer experiences
		Collaboration with Distributors	Partnerships with distributors and vendors
	Increasing Innovation	Personalized Proposals	Tailored offers based on customer needs; Personalized technologies
		Innovative Marketing Methods	Social marketing; Experiential marketing; Creative marketing approaches
		Collaboration with Startups	Partnerships with startups; Collaboration with technology firms
	Competitive Differentiation	Sustainable Raw Materials	Use of organic and sustainable inputs
		Environmental Commitment	Sustainable fishing and aquaculture; Conservation of natural resources
		Unique Products	Distinctive branding; Differentiated products; Unique features
	Performance Growth	Tactical Performance	Production techniques; Effective communication strategies; Continuous resource extraction
		Strategic Performance	Improved marketing performance; Customer-oriented pragmatism; Competitive advantage
		Efficiency	Enhanced competitive position; Economic growth; Professional development
	Attracting New Customers	Discounts & Special Offers	New proposals; Quick response to new customer needs; Discounts
		Experiential Marketing	Product testing; Free sampling in stores
	Creative Orientation	Creative Activities	Differentiation; Identifying opportunities and risk-taking
		Competitive Advantage	Generous rewards; Profitability; Meeting customer demand; Long-term customer relationships

Table 2 (continued). Strategies and Actions

Paradigm	Main Category	Subcategory	Concept
Strategies & Actions	Educational Content Delivery	Useful & Practical Information	Providing practical and useful information; Introducing modern methods; Technical insights related to fisheries; Specialized scientific content; Attractive visual presentations; Sharing practical product experiences; Tips for problem-solving and performance improvement
		Interactive Methods	Q&A sessions; Interactive strategies; Online surveys
		Social Media Utilization	Technological sharing; Sharing educational content and information
	Value Creation	Strategic Evaluation	Expanding organizational information flow; Emphasizing current and new capabilities; Aligning activities
		Strategic Entrepreneurship	Entrepreneurial culture; Entrepreneurial mindset; Entrepreneurial leadership; Innovative processes
	Experiential Advertising	Brand Storytelling	Presenting an appealing vision of the fisheries industry; Creative brand storytelling
		Experiential Events	Organizing events; Exhibitions, workshops, and free product testing
		Interactive Content	Use of applications; Multimedia and interactive content (videos, podcasts, etc.); Leveraging apps
	Collaboration with Brands & Influencers	Partnerships with Brands/Influencers	Collaborations with renowned brands; Partnerships with famous stores; Leveraging celebrity influence; Cooperation with well-known figures; Partnerships with food bloggers; Joint product offerings
		Tourism Facilities	Collaboration with famous tourism facilities; Partnerships with hotels and restaurants; Using tourism spaces for product promotion
		Chefs & Nutrition Experts	Industrial startups; Collaboration with industry specialists; Partnerships with renowned chefs and nutritionists in seafood

Table 2 (continued). Contextual Conditions

Paradigm	Main Category	Subcategory	Concept
Contextual Conditions	Customer Relations	Direct Customer Interaction	Easy access to support teams; Modern tools for customer acquisition and retention
		Social Media Engagement	Creating attractive content; Leveraging social media; Understanding consumer behavior; Creative product promotion via social platforms

Table 2 (continued). Contextual Conditions

Paradigm	Main Category	Subcategory	Concept
Contextual Conditions	Customer Relations	Direct Customer Interaction	Easy access to support teams for problem-solving; Use of modern tools for customer acquisition and retention
		Social Media Engagement	Creating attractive content; Leveraging social media platforms; Understanding their impact on consumer behavior; Using social networks for product promotion and creative advertising
	Value Creation	SWOT Analysis	Identifying strengths, weaknesses, opportunities, and threats; Strategic alignment with market conditions
		Added Value Creation	Offering unique benefits; Enhancing product/service differentiation; Building customer trust through innovation
		Effective Communication	Direct engagement with customers; Transparent information sharing; Building long-term relationships

Table 2 (continued). Causal Conditions

Paradigm	Main Category	Subcategory	Concept
Causal Conditions	Market Information Deficiency	Limited Market Awareness	Lack of comprehensive market data; Insufficient consumer insights
	Organizational Strategy	Strategic Planning	Weak organizational strategies; Limited adoption of innovative approaches
	Advertising Approaches	Modern Advertising Methods	Use of creative advertising campaigns; Adoption of digital marketing tools

Table 2 (continued). Intervening Conditions

Paradigm	Main Category	Subcategory	Concept
Intervening Conditions	Health & Quality Standards	Product Quality Assurance	Compliance with hygiene standards; Guaranteeing product safety
	Data Sharing & Analytics	Advanced Data Analysis	Sharing industry data; Employing predictive analytics; Leveraging big data
	Global Market Trends	International Market Access	Expansion into global markets; Adapting to international consumer preferences
	Consumption Patterns	Changing Consumer Behavior	Shifts in dietary habits; Growing demand for sustainable seafood

Quantitative Findings

The quantitative phase of the study was conducted using structural equation modeling (SEM) to test the proposed conceptual framework and its hypotheses. The statistical population consisted of practitioners in the fisheries industry, from whom 384 valid questionnaires were collected through convenience random sampling.

The results demonstrated that:

• All hypotheses were confirmed at a significance level of p < 0.05, indicating strong statistical support for the proposed relationships.

• Reliability indices (Cronbach’s Alpha and Composite Reliability) exceeded the threshold of 0.70, confirming internal consistency of the constructs.

• Average Variance Extracted (AVE) values were greater than 0.50, establishing convergent validity.

• The overall model fit indices suggested that the conceptual framework of innovative marketing in fisheries startups is robust and well-specified.

These findings validate the integration of qualitative insights with quantitative evidence, reinforcing the applicability of the proposed model in real-world fisheries startups.

Discussion

The results of this mixed-method study highlight the critical role of innovative marketing in enhancing the competitiveness and sustainability of fisheries startups. By combining grounded theory analysis with structural equation modeling, the research provides both theoretical depth and empirical validation.

Key insights include:

• Innovative marketing as a driver of brand credibility: Transparency, R&D, and active media presence strengthen consumer trust.

• Sales growth through creative strategies: Content marketing, advanced technologies, and customer-centric experiences significantly boost market performance.

• Innovation and differentiation: Personalized offerings, sustainable raw materials, and unique product features enable startups to stand out in competitive markets.

• Strategic alignment: Value creation, experiential advertising, and collaboration with influencers and tourism facilities expand market reach and enhance customer engagement.

The findings suggest that innovative marketing is not merely a supplementary activity but a strategic necessity for fisheries startups seeking long-term success.

Conclusion

This study developed and validated a comprehensive conceptual framework for innovative marketing in technology-based fisheries startups. The integration of qualitative and quantitative data revealed six essential dimensions—causal conditions, contextual conditions, intervening conditions, core category, strategies, and outcomes—that collectively shape the innovative marketing process.

The proposed model demonstrates that innovative marketing can:

• Enhance brand credibility

• Increase sales and market share

• Foster innovation and differentiation

• Improve organizational performance

• Attract new customers

Ultimately, adopting innovative marketing practices enables fisheries startups to overcome traditional limitations, achieve sustainable growth, and contribute meaningfully to food security and economic development.

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