Integrated marketing strategies between container seaports and their complementary dry ports: A contingency framework for selected ports in South Africa and Germany
Journal of Transport and Supply Chain Management
| Field | Value | |
| Title | Integrated marketing strategies between container seaports and their complementary dry ports: A contingency framework for selected ports in South Africa and Germany | |
| Creator | Myoli, Chuma Wellner, Kai U. Hadi, Nomtha | |
| Description | Background: The integration of container seaports and dry ports is critical for global logistics efficiency. However, standard marketing models often fail to account for the profound structural differences between monopolistic state-owned enterprises (SOEs), such as those in South Africa (SA), and liberalised, competitive markets like Germany.Objectives: This study aims to extend the general framework of integrative marketing theory by applying contingency theory. The primary objective is to develop a contingency-driven integrated marketing strategy (IMS) framework that provides context-specific strategic roadmaps for ports operating under these divergent market structures.Method: Adopting an interpretivist–constructivist paradigm, the study employed a qualitative research design. Purposive sampling was used to interview industry experts across the container logistics value chain in SA and Germany. Data were processed using thematic analysis supported by ATLAS.ti software.Results: The findings reveal a critical dichotomy: In the monopolistic SA context, marketing efficacy is hindered by internal structural inadequacies and an information behaviour and values crisis, necessitating a focus on service recovery and human capital development. Conversely, the liberalised German market faces external competitive constraints and data privacy barriers, requiring neutral governance models to facilitate collaboration.Conclusion: A ‘one-size-fits-all’ marketing approach is invalid. The study concludes that the adoption of advanced Marketing 6.0 strategies is contingent upon first securing foundational operational reliability in SOEs, whereas competitive markets require neutral intermediaries to manage data integration.Contribution: The research contributes a novel IMS framework that prescribes distinct implementation paths for monopolistic and liberalised economies, formally establishing environmental sustainability as a mandatory core pillar of modern port marketing. | |
| Publisher | AOSIS | |
| Date | 2026-03-18 | |
| Identifier | 10.4102/jtscm.v20i0.1307 | |
| Source | Journal of Transport and Supply Chain Management; Vol 20 (2026); 14 pages 1995-5235 2310-8789 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://jtscm.co.za/index.php/jtscm/article/view/1307/2179
https://jtscm.co.za/index.php/jtscm/article/view/1307/2180
https://jtscm.co.za/index.php/jtscm/article/view/1307/2181
https://jtscm.co.za/index.php/jtscm/article/view/1307/2182
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