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Managing a seaport in the New Economy is becoming more complex and challenging due to the many changes in the macroenvironment which are creating hypercompetition. Three approaches used by seaport management in attempts to overcome these challenges are examined – value-adding, co-opetition, and the use of technology to gain cost efficiencies. This paper argues, however, that these approaches are insufficient by themselves in a hypercompetitive environment. In particular, this paper highlights the benefits of seaports undertaking a services-based approach to marketing and of being market-oriented. In addition, a number of services marketing strategies are recommended using the expanded marketing mix as a foundation. To facilitate discussion of the services marketing strategies, the findings of a recent census of Australian seaports investigating their marketing strategies and activities are explained.

Item Type:	Refereed Conference Paper
Keywords:	seaports, marketing, services marketing, hypercompetition, New Economy, strategy
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing not elsewhere classified
Objective Division:	Transport
Objective Group:	Other Transport
Objective Field:	Intermodal Materials Handling
Author:	Cahoon, SC (Dr Stephen Cahoon)
Author:	Hecker, R (Dr Rob Hecker)
ID Code:	38854
Year Published:	2005
Deposited By:	Management
Deposited On:	2005-08-01
Last Modified:	2014-10-09
Downloads:	42 View Download Statistics