The market in China is changing rapidly with centres of growth moving away from the traditional coastal areas. At the same time, Australia’s lobster and abalone industries are facing competitive pressures from new sources of “live” seafood. Adding to this the recent push for better market access to China for Australian seafood will mean exporters will have to adapt the way they do business in China.

This industry bursary allowed the recipient to attend the 2013 Harvard course entitled “Marketing Strategies for Profitable Growth” based in Shanghai. Over the course of the four day program participants using the case study method examined the successful marketing practices as well as the mistakes that have derailed companies operating in China and around the globe.