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REPOSITIONING STRATEGY IN THE MARITIME PORT BUSINESS: A CASE STUDY FROM MONTENEGRO, PORT OF ADRIA

机译：海港业务中的重新定位策略：亚德里亚港黑山的案例研究

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摘要

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.
机译：本文的主要目标是确定阿德里亚港的重新定位策略，这是黑山的领先集装箱海港。该战略是对内部（竞争优势和财务实力）和外部（集装箱海港行业的潜力和环境稳定）重新定位标准的不可或缺的反映。本文的案例研究主要是通过定义具体命题的定义来实现，阐明了这些标准与重新定位策略之间的联系。利益相关者的知识和态度用于建模营销策略，这是基于归纳研究的。本文提出了一种基于特定的海港宿主的模型，该模型也可以应用于任何其他案例的海港端口重新定位。

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