In this context, the contracting company is a firm active in the management of industrial waste ranging from biofuels and bioliquids to feed products with operations in more than forty countries around the globe, including Japan. The company has previously engaged in collaborations with Japanese companies in the fish oil market. However, they have encountered challenges in expanding these collaborative efforts. Therefore, the goal for the company is to acquire insights on the business culture in Japan in addition to information on the current fish oil market situation and regulation framework

Accordingly, this study is designed to address the following research questions: • What is the current status of markets for managing marine fish oil waste in Japan? • What opportunities exist for companies managing marine fish oil waste in Europe to enter similar markets in Japan? • What practical recommendations can be offered to companies based in Europe seeking to compete in markets for the management of marine fish oil waste in Japan?

As a result of the research and analysis process of this bachelor thesis, the author highlights the importance of intercultural and interpersonal aspects to build strong and lasting business relationships across borders. As the current state of the Japanese fish oil market is mature and showing signs of foreseeable steady growth, the challenge lays in the cultural factors. Namely, in the establishment of contact and initiating first meetings.