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


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.


Acciaro, M., Sys, C. (2020). „Innovation in the maritime sector: aligning strategy with outcomes”. Maritime Policy & Management, pp. 1-19, doi: 10.1080/03088839.2020.1737335.

Alix, J. (2017). What is a smart port? Paris Innovation Review [online]. Available at: http://parisinnovationreview.com/articles-en/what-is-a-smart-port [Accessed: 06. 04. 2020].

Bavassano, G., Ferrari, C., Tei, A. (2020). “Blockchain: How shipping industry is dealing with the ultimate technological leap”, Research in Transportation Business & Management, 34, doi: 10.1016/j.rtbm.2020.100428

Carlan, V., Sys, C., Calatayud, A., Vanelslande, T. (2018). Digital Innovation in Maritime Supply Chains: Experiences from Northwestern Europe. Inter-American Development Bank, doi: 10.18235/0001070.

Carlan, V., Sys, C., Vanelslander, T., Roumboutsos, A. (2017). „Digital innovation in the port sector“. Competition and Regulation in Network Industries, 18(1-2), 71–93. doi: 10.1177/1783591717734793.

Chen, Z. (2017). „Influence of 3D Printing on Global Container Multimodal Transport System”. Complexity, pp. 1–19. doi: 10.1155/2017/7849670.

Deuze, M. (2006). „Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture”. Information Society, 22(2), 63–75. doi: 10.1080/01972240600567170.

UK Essays. (2018). Maritime Shipping Industry in Mozambique Digital Marketing [online]. Available at: https://www.ukessays.com/essays/marketing/maritime-shipping-industry-mozambique-digital-4159.php?vref=1 [Accessed: 07.04. 2020].

Fruth, M., Teuteberg, F. (2017). „Digitization in maritime logistics - What is there and what is missing?” Cogent Business & Management, 4(1), 1-40. doi:10.1080/23311975.2017.1411066.

Heilig, L., Lalla-Ruiz, E., Voß, S. (2017). „Digital transformation in maritime ports: analysis and a game theoretic framework”. NETNOMICS: Economic Research and Electronic Networking, 18, pp. 227–254, doi: 10.1007/s11066-017-9122-x.

Interreg project SPEEDTeam. (2020). Collective action solutions for digital maturity and closing the digital skills gap (working group session material). Available at: https://www.smartportsecosystem.com/#section_top, [Accessed: 01. 10. 2020].

de Langen, P.W. (2002). „Clustering and performance: the case of maritime clustering in The Netherlands“. Maritime Policy & Management, 29(3), 209–221. doi: 10.1080/03088830210132605

Munim, Z.H. (2019). „Autonomous Ships: A Review, Innovative Applications and Future Maritime Business Models”. Supply Chain Forum: An International Journal, 20(4), 266–279. doi: 10.1080/16258312.2019.1631714.

Safety4sea (2018). Building a Digital Culture in Maritime Industry [online]. Available at: https://safety4sea.com/cm-building-a-digital-culture-in-maritime-industry [Accessed: 06. 04. 2020].

Sammut-Bonnici, T., Galea, D. (2015). PEST Analysis. Wiley Encyclopedia of Management, 1–1. doi: 10.1002/9781118785317.weom120113

Sanchez-Gonzalez, P.-L., Díaz-Gutiérrez, D., Leo, T.J., Núñez-Rivas, L.R. (2019). „Toward Digitalization of Maritime Transport?” Sensors, 19(926), 1-22.

Šekularac-Ivošević, (2020). „Students' Attitudes Toward a Future Career in Shipping: Proactive Behavior and Planning“.In Proceedings of the 19th International Conference on Transport Science (pp. 330-336). Portorož: September 17th and 18th 2020.

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.
Original article