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All Journal Jurnal Purifikasi QUANTA Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik COUNSENESIA Indonesian Journal of Guidance and Counseling Mavis : Jurnal Desain Komunikasi Visual ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar International Journal of Advanced Multidisciplinary Sociocouns: Journal of Islamic Guidance and Counseling Al-Musyrif : Jurnal Bimbingan dan Konseling Islam Jurnal Pendidikan Sosial dan Konseling Current Issues In Counseling Jurnal Hukum Universitas Karyaa Husada Semarang Greenation International Journal of Law and Social Sciences Smart Law Journal Fundamental and Applied Management Journal
Wahid, Ahmad
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Religion Arts Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Fundamental and Applied Management Journal

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Digital Marketing Capability as a Strategic Driver of Competitive Positioning in Indonesian Shipping Companies: An Operational Excellence Perspective Barasa, Larsen; Simanjuntak, Marihot; Malau, April Gunawan; Wahid, Ahmad
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.420

Abstract

The integration of digital marketing capabilities into strategic management frameworks represents a critical yet underexplored dimension of competitive positioning in maritime transportation. This study examines how Indonesian shipping companies leverage digital marketing strategies — including social media engagement, platform-based logistics marketing, and digital branding — as instruments of strategic decision-making to improve market share and service differentiation. Drawing on dynamic capabilities theory and operational excellence frameworks, the study employs a qualitative research design involving semi-structured interviews with 25 key informants across eight Indonesian shipping companies. Thematic analysis, cross-group comparison, and narrative synthesis were applied to examine patterns across executive, marketing, and operational perspectives. Findings reveal four principal capability dimensions: digital channel integration, data-driven customer engagement, brand differentiation through digital platforms, and performance-aligned digital communication. Critically, competitive positioning gains are most pronounced when digital marketing capabilities are embedded within operational excellence structures, particularly in firms that align digital communication strategies with balanced scorecard or performance management systems. The study contributes a contextually grounded framework for digital marketing capability development in emerging-market maritime firms, with practical implications for industry managers, policymakers, and institutional stakeholders in Indonesia's sea transportation sector.
Co-Authors Abdul Rachman Althafunnisa, Shannon Nurul Anis Susanti April Gunawan Malau Choiri, M. Fadlan Daniar Wikan Setyanto Dina Sukma Fathul Qorib Fazria, Nurul Fikri, Miftahul Firman Firman Hariko, Rezki Herman Nirwana Larsen Barasa Mukhtahari, Murtadha Netrawati, Netrawati Neviyarni, Neviyarni Putri, Kanaya Yose Ratnawati, Rhenny Sihombing, Sri Cahaya Simanjuntak, M. Marihot Simanjuntak, Marudut Bernadtua Solfema Sri Widyastuti Sugito - Suhaili, Neviyarni Syahputra, Muhammad Evryan Yarmis Syukurb Yeni Karneli Zakki Mubarok Zakki Mubarok, Zakki