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Port marketing as manifestation of sustainable marketing in a B2B context

Author

Listed:
  • Alexandre Lavissiere

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Tibor Mandják

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Julian Hofmann

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Laurent Fedi

    (CREPHAC - Centre de recherches en philosophie allemande et contemporaine - UNISTRA - Université de Strasbourg)

Abstract

Design/methodology/approach The authors integrate multiple case studies to pursue an inductive research approach to derive general patterns based on empirical observations. Findings Operationalizing the concept of a port community enables the authors to show how seaports not only facilitate multi-layered sustainability but also mutually interact. Hence, port sustainability can be achieved through and by a port community. Research limitations/implications The conceptualization of the interplay between port community and multi-layered sustainability contributes to the business and industrial marketing literature in general and to the yet hitherto scarce port marketing literature in particular. Future research should go beyond this initial conceptualization by gathering further empirical research. Practical implications The study outlines how strengthening interactions among port management stakeholders (i.e. business and non-business actors such as port authorities and policymakers) might lead to higher economic success and societal welfare by pooling yet hitherto independent resources. Originality/value To the best of the authors' knowledge, this is the first study to define how the concept of a holistic port community can facilitate sustainability acted out on its three pillars and how both concepts interact.

Suggested Citation

  • Alexandre Lavissiere & Tibor Mandják & Julian Hofmann & Laurent Fedi, 2019. "Port marketing as manifestation of sustainable marketing in a B2B context," Post-Print hal-02904470, HAL.
  • Handle: RePEc:hal:journl:hal-02904470
    DOI: 10.1108/JBIM-12-2018-0409
    Note: View the original document on HAL open archive server: https://normandie-univ.hal.science/hal-02904470
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    References listed on IDEAS

    as
    1. Pierre Cariou & Laurent Fedi & Fr�d�ric Dagnet, 2014. "The new governance structure of French seaports: an initial post-evaluation," Maritime Policy & Management, Taylor & Francis Journals, vol. 41(5), pages 430-443, September.
    2. Laurent Fedi & Alexandre Lavissière & Dawn Russel & David Swanson, 2019. "The facilitating role of IT systems for legal compliance: the case of Port Community Systems and container Verified Gross Mass (VGM)," Post-Print hal-02062142, HAL.
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