ACHIEVING CUSTOMER- AND MARKETING-ORIENTATION IN MARINE TRANSPORT SYSTEM DESIGN

The author argues that the growing intensity of competition in shipping is leading to a transition from product and cost orientation that emphasizes technical aspects to a customer and market orientation that is essential to success. Marine system developers have to look for so-called non-product competitive advantages like special services, flexibility, reliability, and other factors that provide "added value" beyond the transport itself. More direct communication between shipping companies and their customers is also needed. A brief conceptual discussion is followed by a description of research carried out to qualitatively study the role of marketing in the design and development of marine transport systems and by the presentation of a case study.

Media Info

  • Features: References;
  • Pagination: 9p.

Subject/Index Terms

Filing Info

  • Accession Number: 00655930
  • Record Type: Publication
  • Source Agency: Maritime Technical Information Facility
  • Files: TRIS
  • Created Date: Jul 21 1994 12:00AM