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Providing a marketing model and creating competitive advantage in the business ecosystem of Iranian ports based on the logic of service dominance
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Reza Dabaghian Nejad Dezfuli   , Karim Hamdi  , Peyman Ghafari Ashtiani |
| Science and Research Branch, Islamic Azad University & Business Administration , hamdi_karim1@yahoo.com |
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Abstract: (27 Views) |
Background and Theoretical Foundations: The concept of business ecosystem has been used increasingly used in management studies. Improving service and facilities in ports is necessary for several reasons, ports are important entry and exit points for goods into the country. Improving service in ports increases the convenience and efficiency of ship traffic and the loading and unloading of goods, which helps in the growth of trade.
Methodology: The main objective of this paper is to present a marketing model for Iranian commercial ports with the aim of improving the overall performance and competitiveness of the port industry using the service dominance logic approach within the framework of an ecosystem. In this regard, a mixed or mixed research method was used so that during the qualitative research approach, concepts, categories, and key codes of the port ecosystem model were extracted from the grounded theory based on interviews with port managers and customers. In the quantitative part, the impact of factors was determined with expert opinion correlation methods using the structural equation model using PLS Smart 3.0 software.
Findings: The results show that value-creating stakeholder interaction, alignment in value creation, value-creating utilization, community-oriented services, culture-oriented services, sustainable environmentally supportive services, and smarting are the main axes.
Conclusion: It is not the repetition of the findings. It should convey the final conclusion of the study which accompanies authors’ suggestions and the discussion regarding the application of the results in their special field. Limitations and obstacles faced during the study should be mentioned in the conclusion section as well. |
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| Keywords: Port Ecosystem, Port Competitiveness, Grounded theory, Service Domination, Structural Equation Modeling |
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Type of Study: Research/ Original/ Regular Article |
Subject:
Marine Economics and Business Management
Received: 2025/09/27 | Revised: 2026/04/24 | Accepted: 2026/03/6
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