Repositioning Strategy in the Maritime Port Business: A Case Study from Montenegro, Port of Adria

  • Senka Šekularac-Ivošević "University of Montenegro"Maritime Faculty of Kotor
  • Melika Husić-Mehmedović "University of Sarajevo"
  • Elen Twrdy University of Ljubljana
Keywords: maritime port repositioning, financial and environmental stability, competitive advantage, container industry, SPACE matrix


The main objective of this paper is to define the repositioning strategy of the Port of Adria, which is the leading container maritime port of Montenegro. The strategy is an integral reflection of the analysis of internal (competitive advantage and financial strength) and external (the potential of container maritime port industry and environmental stability) repositioning criteria. The case study in this paper is mainly accomplished through the definition of specific propositions that clarify the connections between these criteria and the repositioning strategy. Knowledge and attitudes of stakeholders are used with the purpose of modeling a marketing strategy, which is based on an inductive study. The paper proposes a model based on a specific maritime port case which can be applied to any other case of maritime port repositioning as well.

Author Biographiesaaa replica rolex repwatches replica rolex watches for men replica iwc watch

Senka Šekularac-Ivošević, "University of Montenegro"Maritime Faculty of Kotor

Department: Maritime Management and Logistics

Rank: Assistant Professor

Melika Husić-Mehmedović, "University of Sarajevo"

School of Economics and Business

Associate Professor of Marketing

Elen Twrdy, University of Ljubljana

Faculty of Maritime Studies and Transport

Full Professor


Azevedo SG, Pires da Cruz MR, Ferreira JJ. Key factors of seaport competitiveness based on the stakeholder perspective: An Analytic Hierarchy Process (AHP) model. Maritime Economics & Logistics. 2013; 15(4): 416-443.

Bauk S, Šekularac-Ivošević S, Jolić N. Seaport Positioning Supported by some Quantitative and Qualitative Approaches. Transport. 2015; 30(4): 385-396.

Cahoon SC, Hecker R. Seaports in the New Economy: using services marketing strategies to increase cargo throughput in a hypercompetitive environment. In IAME Proceedings of the International Association of Maritime Economists Conference, 23-25 June, Limassol, Cyprus. IAME; 2005. p. 1-22.

Corstjens M, Doyle P. Evaluating Alternative Retail Repositioning Strategies. Marketing Science. 1989; 8(2): 170-180.

David FR. Strategic Management. 8th edition. New Jersey: Prentice Hall; 2001.

Dutton JE, Dukerich JM. Keeping an eye on the mirror: The role of image and identity in organizational adaptation. Academy of Management Journal. 1991; 34(3): 517-554.

Eisenhardt KM, Graebner ME. Theory building from cases: Opportunities and challenges. Academy of Management Journal. 2007; 50(1): 25-32.

Eisenhardt KM. Building Theories from Case Study Research. The Academy of Management Review. 1989b; 14(4): 532-550.

Eisenhardt KM. Making fast strategic decisions in high-velocity environments. Academy of Management Journal. 1989a; 32(3): 543-576.

Etzkowitz H. Innovation in innovation: The triple helix of university-industry-government relations. Social science information. 2003; 42(3): 293-337.

Flynn M, Lee PTW, Notteboom T. The Next Step on the Port Generations Ladder: Customer-Centric and Community Ports. In: Notteboom, T. (ed.) Current Issues in Shipping, Ports and Logistics. Brussels, Switzerland: Academic and Scientific Publishers; 2011, p. 497-510.

Ghochani MG, Kazami F, Alavije MA. Application of SPACE Matrix. Developing Country Studies. 2012; 2(8): 50-59.

Hatch M, Schultz M. Bringing the Corporation into Corporate Branding. European Journal of Marketing. 2003; 37(7/8): 1041-1064. Available from: [Accessed on 10th October 2012].

Hooley G, Saunders JA, Piercy NF. Marketing Strategy & Competitive Positioning. 4th edition. Harlow: Financial Times-Prentice Hall; 2008.

Kaikati J. Lessons From Accenture‘s 3Rs: Rebranding, Restructuring, and Repositioning. Journal of Product and Brand Management. 2003; 12(7): 477-490. Available from: [Accessed 10th October 2012].

Kotler P, Keller K. Marketing Management. 12th edition. New Jersey: Pearson Education Inc.; 2006.

Krstić B. SPACE matrix - Strategic Management tool for Identification Strategic Position of Enterprise. Strategic Management. 2001; 5(2): 53-58.

Maxi-pedia. SPACE matrix Strategic Management Method. Available from: [Accessed 11th November, 2017].

Milisavljević M. Strategijski marketing. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta; 2006.

Notteboom T, Winkelmans W. Stakeholder relations management in ports: Dealing with the interplay of forces among stakeholders in a changing competitive environment. Paper presented at the International Association of Maritime Economists Conference, 13-15 November, Panama City, Panama. IAME; 2002.

Notteboom T. The relationship between seaports and the intermodal hinterland in light of global supply chains. OECD International Transport Forum (Discussion Paper 2008-10). 10-11 April 2008. Available from: [Accessed 10th November 2017].

Pardali A, Michalopoulos V. Determing the position of container handling ports, using the benchmarking analysis: the case of the Port of Piraeus. Maritime Policy & Management. 2008; 35(3): 271-284.

Port Authority of Montenegro. Available from: [Accessed 05th January 2016].

Port of Adria. Available from: [Accessed 05th January 2016].

Pradeep P. Basics Of Likert. Health Services & Outcomes Research. 2010; 2010/5. Available from: [Accessed 12th November 2017].

Radder L, Louw L. The SPACE matrix: a Tool for Calibrating Competition. Long Range Planning. 1998; 31(4): 549-559.

Šekularac-Ivošević S, Bauk S, Gligorijević M. Combining the concepts of benchmarking and matrix game in marketing (re)positioning of seaports. Promet-Traffic & Transportation. 2013; 25(5): 431-443.

Turner C. Issues and challenges in strategic repositioning: the case of Cable and Wireless. Strategic Change. 2003; 12(5): 251-257.

Yin RK. Case study research: Design and methods. 2nd edition. Newbury Park, CA: Sage; 1994.

Yin RK. The Case Study Crisis: Some Answer. Administrative Science Quarterly. 1981; 26(1): 58-65.

How to Cite
Šekularac-Ivošević S, Husić-Mehmedović M, Twrdy E. Repositioning Strategy in the Maritime Port Business: A Case Study from Montenegro, Port of Adria. Promet [Internet]. 2019Feb.28 [cited 2024Jul.18];31(1):75-7. Available from: