The impact of technological development on transport enterprises’ marketing strategy (Lithuanian example)
Abstract
The article analyses the influence of technological development of transport enterprises on marketing strategies in the light of academic literature which highlights the importance of technological development tools. Technological development of enterprises in the transport sector is necessary in order to adapt to technological, economic, and market changes. The article presents major technological developments which are considered significant according experts. The most important technological development tools which influence marketing strategies of transport enterprises are presented. In order to examine the tools of transport development, a qualitative analysis was performed, and the method of statistical analysis was applied. The research results can be applied in planning marketing strategies of transport enterprises.
Keyword : transport enterprises, information transport systems, marketing strategy, technological development, digitization, internal markets, virtual reality modelling systems, installation of new software
How to Cite
Išoraitė, M., Jarašūnienė, A., & Vaičiūtė, K. (2022). The impact of technological development on transport enterprises’ marketing strategy (Lithuanian example). Business: Theory and Practice, 23(2), 365–376. https://doi.org/10.3846/btp.2022.16564
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215–229. https://doi.org/10.1016/j.tele.2014.08.005
Cortes, J. A. Z., Serna, M. D. A., & Gomez, R. A. (2013). Information systems applied to transport improvement. Dyna, 80(180), 77–86.
de Ruyter, K., Keeling, D. I., Plangger, K., Montecchi, M., Scott, M. L., & Dahl, D. W. (2022). Reimagining marketing strategy: Driving the debate on grand challenges. Journal of the Academy of Marketing Science, 50, 13–21. https://doi.org/10.1007/s11747-021-00806-x
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Falchetta, G., & Noussan, M. (2021). Electric vehicle charging network in Europe: An accessibility and deployment trends analysis. Transportation Research Part D: Transport and Environment, 94, 102813. https://doi.org/10.1016/j.trd.2021.102813
Giannopoulos, G. (2004). The application of information and communication technologies in transport. European Journal of Operational Research, 152(2), 302–320. https://doi.org/10.1016/S0377-2217(03)00026-2
Gilmour, P. (1977). Marketing transport services an evaluation of the marketing strategy for transportation services. European Journal of Marketing, 11(6), 383–389. https://doi.org/10.1108/EUM0000000005022
Gkoumas, K., van Balen, M., Tsakalidis, A., & Pekar, F. (2021). Evaluating the development of transport technologies in European research and innovation projects between 2007 and 2020. Research in Transportation Economics, 92, 101113. https://doi.org/10.1016/j.retrec.2021.101113
Hassan, S., Nadzim. S., Z., A., & Shiratuddin, S. (2015). Strategic use of social media for small business based on the AIDA model. Procedia – Social and Behavioral Sciences, 172, 262–269. https://doi.org/10.1016/j.sbspro.2015.01.363
Hong, P. V., & Nguyen, T.-T. (2020). Factors affecting marketing strategy of logistics business – case of Vietnam. The Asian Journal of Shipping and Logistics, 36(4), 224–234. https://doi.org/10.1016/j.ajsl.2020.03.004
Hoppe, M., & Trachsel, T. (2018, 27–28 September). Emerging trends in transport technologies: The potential for transformation towards sustainable mobility. In S. Žeželj (Ed.), The Proccedings of International Conference on Traffic and Transport Engineering. Belgrade, Serbia, ICTTE. INTEND (Intentify Future Transport Research Needs) Project. http://ijtte.com/uploads/news_files/Proceedings 2018 final.pdf
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Ishaq, M. I., & Hussain, N. M. (2016). Creative marketing strategy and effective execution on performance in Pakistan. RAE-Revista de Administração de Empresas, 56(6), 668–679. https://doi.org/10.1590/s0034-759020160608
Ivanova, A. S., Holionko, N. G., Tverdushka, T. B., Olejarz, T., & Yakymchuk, A. Y. (2019). The strategic management in terms of an enterprise’s technological development. Journal of Competitiveness, 11(4), 40–56. https://doi.org/10.7441/joc.2019.04.03
Karakaya, Ç., Badur, B., & Aytekin, C. (2011). Analyzing the effectiveness of marketing strategies in the presence of word of mouth: Agent-based modeling approach. Journal of Marketing Research and Case Studies, 2011, 421059. https://doi.org/10.5171/2011.421059
Karatsoli, M., & Nathanail, E. (2021). Social influence and impact of social media on users’ mobility decisions. Journal of Sustainable Development of Transport and Logistics, 6(1), 32–48. https://doi.org/10.14254/jsdtl.2021.6-1.3
Kardelis, K. (2016). Mokslinių tyrimų metodologija ir metodai [Research methodology and methods]. Mokslo ir enciklopedijų leidybos centras [Science and Encyclopedia Publishing Center].
Kolasińska-Morawska, K., Sułkowski, Ł., & Morawski, P. (2019). New technologies in transport in the face of challenges of economy 4.0. Scientific Journal of Silesian University of Technology. Series Transport, 102, 73–83. https://doi.org/10.20858/sjsutst.2019.102.6
Kostrzewski, M., Filina-Dawidowicz, L., & Walusiak, S. (2021). Modern technologies development in logistics centers: The case study of Poland. Transportation Research Procedia, 55, 268–275. https://doi.org/10.1016/j.trpro.2021.06.031
Lind, F., & Melander, L. (2021). Networked business models for current and future road freight transport: Taking a truck manufacturer’s perspective. Technology Analysis & Strategic Management, 1–12. https://doi.org/10.1080/09537325.2021.1970738
Lithuanian Department of Statistics. (2021). Number of people injured and killed in road accidents. https://osp.stat.gov.lt/covid-19-statistika/itaka-gyventojams/keliu-eismo-ivykiai
McDonald, M. (2006). Strategic marketing planning: Theory and practice. The Marketing Review, 6, 375–418.
Merlo, O., & Auh, S. (2010). Marketing’s strategic influence in Australian firms: A review and survey. Australasian Marketing Journal, 18(2), 49–56. https://doi.org/10.1016/j.ausmj.2010.01.002
Milioti, C., Katopodis, V., Kepaptsoglou, K., & Tyrinopoulos, Y. (2019). Assessing the influence of social media in tourist mobility of young travelers. In 98th Annual Meeting of the Transportation Research Board. Washington, D.C.
Nguyen, T. L. H., Park, S. H., & Yeo, G. T. (2020). An analysis of port networks and improvement strategies for port connections in the Ho Chi Minh area. The Asian Journal of Shipping and Logistics, 36(4), 223–231. https://doi.org/10.1016/j.ajsl.2020.07.001
Pelser, T. (2014). The influence of technology strategies and their link to company performance. Mediterranean Journal of Social Sciences, 5(9), 238–247. https://doi.org/10.5901/mjss.2014.v5n9p238
Podvezko, V. (2005). Agreement of expert estimates. Technological and Economic Development of Economy, 9(2), 159–172. https://doi.org/10.3846/13928619.2005.9637688
Rothengatter, W., Zhang, J., Hayashi, J., Nosach, A., Wang, K., & Oum, T. H. (2021). Pandemic waves and the time after Covid-19 – Consequences for the transport sector. Transport Policy, 110(September), 225–237. https://doi.org/10.1016/j.tranpol.2021.06.003
Schroten, A., Van Grinsven, A., Tol, E., Leestemaker, L., Schackmann, P. P., Vonk-Noordegraaf, D., Van Meijeren, J., & Kalisvaart, S. (2020). Research for TRAN Committee – The impact of emerging technologies on the transport system, Poli. European Parliament, Policy Department for Structural and Cohesion Policies, Brussels.
Shpak, N., Kuzmin, O., Dvulit, Z., Onysenko, T., & Sroka, W. (2020). Digitalization of the marketing activities of enterprises: Case study. Information, 11(2), 109. https://doi.org/10.3390/info11020109
Sivilevičius, H. (2011). Application of expert evaluation method to determine the importance of operating asphalt mixing plant quality criteria and rank correlation. The Baltic Journal Road and Bridge Engineering, 6(1), 48–58. https://doi.org/10.3846/bjrbe.2011.07
Tidikis, R. (2003). Methodology of social sciences research. Publishing Centre of the Law University of Lithuania. https://repository.mruni.eu/handle/007/15459
Toymentseva, I. A., Karpova, N. P., Toymentseva, A. A., Chichkina, V. D., & Efanov, A. V. (2016). Methods of the development strategy of service companies: Logistical approach. International Journal of Environmental & Science Education, 11(14), 6820–6836.
Sumin. (2021, 12 15). Transporto rinkos statistinių rodiklių apžvalga (2020 m. sausio-birželio mėn.). https://sumin.lrv.lt/uploads/sumin/documents/files/SM%20int%20svet%20Transporto%20rinkos%20ap%C5%BEvalga.pdf
Vaičiūtė, K., & Bureika, G. (2020). Research of transport company’s technological development directions. Mokslas – Lietuvos ateitis / Science – Future of Lithuania, 12, 1–6. https://doi.org/10.3846/mla.2020.11790
Virvilaitė, R. (2009). Marketingo valdymas. Technologija.
Zhang, J., Hayashi, Y., & Frankc, L. D. (2021). COVID-19 and transport: Findings from a world-wide expert survey. Transport Policy, 103(March), 68–85. https://doi.org/10.1016/j.tranpol.2021.01.011
Al-Surmia, A., Cao, G., & Duan, Y. (2020). Industrial marketing management the impact of aligning business, IT, and marketing strategies on firm performance. Industrial Marketing Management, 84, 39–49. https://doi.org/10.1016/j.indmarman.2019.04.002
Averina, T., Barkalov, S., Fedorova, I., & Poryadina, V. (2021). Impact of digital technologies on the company’s business model. In E3S Web of Conferences, 244, 10002. https://doi.org/10.1051/e3sconf/202124410002
Balcı, G. (2021). Digitalization in container shipping services: Critical resources for competitive advantage. Journal of ETA Maritime Science, 9(1), 3–12. https://doi.org/10.4274/jems.2021.47364
Banister, D. (2008). The sustainable mobility paradigm. Transport Policy, 15(2), 73–80. https://doi.org/10.1016/j.tranpol.2007.10.005
Borisova, E. V., & Pyataeva, O. A. (2020). Digitalization in the transport industry: Development perspective. IOP Conference Series: Materials Science and Engineering, 918, 012184. https://doi.org/10.1088/1757-899X/918/1/012184
Cavdar, S. C., & Aydin, A. D. (2015). An empirical analysis about technological development and innovation indicators. Procedia – Social and Behavioral Sciences, 195, 1486–1495. https://doi.org/10.1016/j.sbspro.2015.06.449
Chernii, V. (2020). Economic assessment of the marketing strategy of municipal transport. Ekonomіchnі nauki, Vіsnik Khmelnitskogo natsіonalnogo unіversitetu, 288, 221–229. https://doi.org/10.31891/2307-5740-2020-288-6-37
Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215–229. https://doi.org/10.1016/j.tele.2014.08.005
Cortes, J. A. Z., Serna, M. D. A., & Gomez, R. A. (2013). Information systems applied to transport improvement. Dyna, 80(180), 77–86.
de Ruyter, K., Keeling, D. I., Plangger, K., Montecchi, M., Scott, M. L., & Dahl, D. W. (2022). Reimagining marketing strategy: Driving the debate on grand challenges. Journal of the Academy of Marketing Science, 50, 13–21. https://doi.org/10.1007/s11747-021-00806-x
Dimić, S., Pamučar, D., Ljubojević, S., & Đorović, B. (2016). Strategic transport management models – the case study of an oil industry. Sustainability, 8(9), 1–27. https://doi.org/10.3390/su8090954
Falchetta, G., & Noussan, M. (2021). Electric vehicle charging network in Europe: An accessibility and deployment trends analysis. Transportation Research Part D: Transport and Environment, 94, 102813. https://doi.org/10.1016/j.trd.2021.102813
Giannopoulos, G. (2004). The application of information and communication technologies in transport. European Journal of Operational Research, 152(2), 302–320. https://doi.org/10.1016/S0377-2217(03)00026-2
Gilmour, P. (1977). Marketing transport services an evaluation of the marketing strategy for transportation services. European Journal of Marketing, 11(6), 383–389. https://doi.org/10.1108/EUM0000000005022
Gkoumas, K., van Balen, M., Tsakalidis, A., & Pekar, F. (2021). Evaluating the development of transport technologies in European research and innovation projects between 2007 and 2020. Research in Transportation Economics, 92, 101113. https://doi.org/10.1016/j.retrec.2021.101113
Hassan, S., Nadzim. S., Z., A., & Shiratuddin, S. (2015). Strategic use of social media for small business based on the AIDA model. Procedia – Social and Behavioral Sciences, 172, 262–269. https://doi.org/10.1016/j.sbspro.2015.01.363
Hong, P. V., & Nguyen, T.-T. (2020). Factors affecting marketing strategy of logistics business – case of Vietnam. The Asian Journal of Shipping and Logistics, 36(4), 224–234. https://doi.org/10.1016/j.ajsl.2020.03.004
Hoppe, M., & Trachsel, T. (2018, 27–28 September). Emerging trends in transport technologies: The potential for transformation towards sustainable mobility. In S. Žeželj (Ed.), The Proccedings of International Conference on Traffic and Transport Engineering. Belgrade, Serbia, ICTTE. INTEND (Intentify Future Transport Research Needs) Project. http://ijtte.com/uploads/news_files/Proceedings 2018 final.pdf
Ibraeva, A., & de Sousa, J. F. (2014). Marketing of public transport and public transport information provision. Procedia – Social and Behavioral Sciences, 162, 121–128. https://doi.org/10.1016/j.sbspro.2014.12.192
Ishaq, M. I., & Hussain, N. M. (2016). Creative marketing strategy and effective execution on performance in Pakistan. RAE-Revista de Administração de Empresas, 56(6), 668–679. https://doi.org/10.1590/s0034-759020160608
Ivanova, A. S., Holionko, N. G., Tverdushka, T. B., Olejarz, T., & Yakymchuk, A. Y. (2019). The strategic management in terms of an enterprise’s technological development. Journal of Competitiveness, 11(4), 40–56. https://doi.org/10.7441/joc.2019.04.03
Karakaya, Ç., Badur, B., & Aytekin, C. (2011). Analyzing the effectiveness of marketing strategies in the presence of word of mouth: Agent-based modeling approach. Journal of Marketing Research and Case Studies, 2011, 421059. https://doi.org/10.5171/2011.421059
Karatsoli, M., & Nathanail, E. (2021). Social influence and impact of social media on users’ mobility decisions. Journal of Sustainable Development of Transport and Logistics, 6(1), 32–48. https://doi.org/10.14254/jsdtl.2021.6-1.3
Kardelis, K. (2016). Mokslinių tyrimų metodologija ir metodai [Research methodology and methods]. Mokslo ir enciklopedijų leidybos centras [Science and Encyclopedia Publishing Center].
Kolasińska-Morawska, K., Sułkowski, Ł., & Morawski, P. (2019). New technologies in transport in the face of challenges of economy 4.0. Scientific Journal of Silesian University of Technology. Series Transport, 102, 73–83. https://doi.org/10.20858/sjsutst.2019.102.6
Kostrzewski, M., Filina-Dawidowicz, L., & Walusiak, S. (2021). Modern technologies development in logistics centers: The case study of Poland. Transportation Research Procedia, 55, 268–275. https://doi.org/10.1016/j.trpro.2021.06.031
Lind, F., & Melander, L. (2021). Networked business models for current and future road freight transport: Taking a truck manufacturer’s perspective. Technology Analysis & Strategic Management, 1–12. https://doi.org/10.1080/09537325.2021.1970738
Lithuanian Department of Statistics. (2021). Number of people injured and killed in road accidents. https://osp.stat.gov.lt/covid-19-statistika/itaka-gyventojams/keliu-eismo-ivykiai
McDonald, M. (2006). Strategic marketing planning: Theory and practice. The Marketing Review, 6, 375–418.
Merlo, O., & Auh, S. (2010). Marketing’s strategic influence in Australian firms: A review and survey. Australasian Marketing Journal, 18(2), 49–56. https://doi.org/10.1016/j.ausmj.2010.01.002
Milioti, C., Katopodis, V., Kepaptsoglou, K., & Tyrinopoulos, Y. (2019). Assessing the influence of social media in tourist mobility of young travelers. In 98th Annual Meeting of the Transportation Research Board. Washington, D.C.
Nguyen, T. L. H., Park, S. H., & Yeo, G. T. (2020). An analysis of port networks and improvement strategies for port connections in the Ho Chi Minh area. The Asian Journal of Shipping and Logistics, 36(4), 223–231. https://doi.org/10.1016/j.ajsl.2020.07.001
Pelser, T. (2014). The influence of technology strategies and their link to company performance. Mediterranean Journal of Social Sciences, 5(9), 238–247. https://doi.org/10.5901/mjss.2014.v5n9p238
Podvezko, V. (2005). Agreement of expert estimates. Technological and Economic Development of Economy, 9(2), 159–172. https://doi.org/10.3846/13928619.2005.9637688
Rothengatter, W., Zhang, J., Hayashi, J., Nosach, A., Wang, K., & Oum, T. H. (2021). Pandemic waves and the time after Covid-19 – Consequences for the transport sector. Transport Policy, 110(September), 225–237. https://doi.org/10.1016/j.tranpol.2021.06.003
Schroten, A., Van Grinsven, A., Tol, E., Leestemaker, L., Schackmann, P. P., Vonk-Noordegraaf, D., Van Meijeren, J., & Kalisvaart, S. (2020). Research for TRAN Committee – The impact of emerging technologies on the transport system, Poli. European Parliament, Policy Department for Structural and Cohesion Policies, Brussels.
Shpak, N., Kuzmin, O., Dvulit, Z., Onysenko, T., & Sroka, W. (2020). Digitalization of the marketing activities of enterprises: Case study. Information, 11(2), 109. https://doi.org/10.3390/info11020109
Sivilevičius, H. (2011). Application of expert evaluation method to determine the importance of operating asphalt mixing plant quality criteria and rank correlation. The Baltic Journal Road and Bridge Engineering, 6(1), 48–58. https://doi.org/10.3846/bjrbe.2011.07
Tidikis, R. (2003). Methodology of social sciences research. Publishing Centre of the Law University of Lithuania. https://repository.mruni.eu/handle/007/15459
Toymentseva, I. A., Karpova, N. P., Toymentseva, A. A., Chichkina, V. D., & Efanov, A. V. (2016). Methods of the development strategy of service companies: Logistical approach. International Journal of Environmental & Science Education, 11(14), 6820–6836.
Sumin. (2021, 12 15). Transporto rinkos statistinių rodiklių apžvalga (2020 m. sausio-birželio mėn.). https://sumin.lrv.lt/uploads/sumin/documents/files/SM%20int%20svet%20Transporto%20rinkos%20ap%C5%BEvalga.pdf
Vaičiūtė, K., & Bureika, G. (2020). Research of transport company’s technological development directions. Mokslas – Lietuvos ateitis / Science – Future of Lithuania, 12, 1–6. https://doi.org/10.3846/mla.2020.11790
Virvilaitė, R. (2009). Marketingo valdymas. Technologija.
Zhang, J., Hayashi, Y., & Frankc, L. D. (2021). COVID-19 and transport: Findings from a world-wide expert survey. Transport Policy, 103(March), 68–85. https://doi.org/10.1016/j.tranpol.2021.01.011