Integrated marketing strategies between container seaports and their complementary dry ports: A contingency framework for selected ports in South Africa and Germany

Abstract

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.