Envisioning Marketing in a Digital Technology-Driven Maritime Business

  • Assist. Prof. Dr. Senka Šekularac Ivošević University of Montenegro, Faculty of Maritime Studies Kotor, Put I Bokeljske brigade 44, Dobrota, 85330 Kotor, Montenegro
Keywords: digital technology, maritime business, marketing, PEST analysis

Abstract

The maritime industry faces the challenge of implementing a digital culture inherent in the 21st century and a modern way of doing business in shipping, maritime ports, and a more expansive, within a whole maritime logistic chain. The main question is the implications for marketing when the maritime business's digital transformation is an emerging issue. The paper is designed using the PEST impact matrix. The systematic literature review, literature analysis, and synthesis are the main methods applied. The most important results are political, economic, social, and technological changes of modern maritime business and their important implications for maritime marketing. These implications revealed the nature of change, the anticipated impact of change, opportunity or threats, and marketing's strategic response to the contemporary external environment.  The paper fills the current literary gap and draws attention to the trends of the marketing, business organization, and human resource management in the maritime industry. All is linked with digital culture, which is still developing within the maritime industry.

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Published
2021-06-30
How to Cite
Šekularac Ivošević, S. (2021) “Envisioning Marketing in a Digital Technology-Driven Maritime Business ”, Mednarodno inovativno poslovanje = Journal of Innovative Business and Management, 13(1), pp. 22-28. doi: 10.32015/JIBM/2021.13.1.22-28.
Section
Original article