Market orientation στις ναυτιλιακές εταιρείες
SubjectΝαυτιλιακές επιχειρήσεις -- Μάρκετινγκ ; Shipping companies (Maritime transportation) -- Marketing ; Στρατηγικός σχεδιασμός ; Strategic planning
Market orientation is the sector of marketing that focuses on market trends, collecting various data from each sector of the market and applying techniques to respond to them. In fact, the market orientation is a part of the corporate culture and aims to provide consumers with higher quality and hence to reserve higher efficiency standards for the corporation. The first studies on market orientation started in the 1950s by economists of the U.S. universities and included definitions, theoretical perspectives, empirical studies, case studies and applications, while the current decade is the most productive period of market orientation studies and applications worldwide. The most applications of market orientation encountered mainly in the commercial and industrial sectors. As a result, the impact of the market orientation is shown to be positively correlated with the business performance. Shipping industry consists of companies that adopt strategic planning and are focused on customer- oriented approach. Shipping has begun to focus on some techniques of market orientation, which can be adapted to the particularities of the maritime business strategies, according to data available for the last years. The container market, which already uses marketing procedures, was the first shipping market adopting market orientation techniques. The companies operating on dry bulk and tanker markets also try some of the market orientation experimentally. The overall performance of the shipping companies is positively affected, same way as for the other commercial and industrial companies.