The Shipping Marketing Strategies within the Framework of Complexity Theory

This paper examined the shipping marketing strategies within the framework of complexity theory. Then using prevailing models in both services marketing and complexity theory, core elements like dynamic life cycle of products and industries, strategy, leadership, team-work as well as safety and security culture are presented. Shipping industry is in this paper contrasted and compared with other service industries for peculiarities that exist and make this industry unique for business-to-business marketing. Analysis is based on case studies of leading shipping companies of bulk and liner markets.