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 wit...