European RoRo Short-sea Shipping – What can Ship Operators do to Unleash its Potential? Case studies in Norway and Sweden

摘要

Globalization and world trade creates increasing demand for transportation. Europe isstrongly influenced by the automotive industry and large quantities of cargoes are transportedby truck, resulting in congestion and pollution affecting human health and the environment.Short-sea shipping is promoted by the EU as a sustainable alternative to road to avoidoverloading road networks, thus minimizing bottlenecks. RoRo short-sea shipping providesgreat potential to create more energy- and cost efficient transport networks throughoutEurope.To unleash its potential as well as increase business opportunities within RoRo short-seashipping, ship operators need to become more attractive to cargo owners and logistics serviceproviders. Through multiple case studies with in-depth interviews with ship-operators,logistics service providers, as well as related industry actors it became evident that ship-operators must focus more on their customers' needs, implement effective marketingstrategies and supply chain management as well as integrate to a larger extent into theEuropean intermodal transport networks. RoRo short-sea operators must increase theirvisibility in the marketplace and create awareness of RoRo short-sea shipping's benefits among shippers i.e. cargo owners as well as logistics service providers. When ship operatorshave gained knowledge of, and implemented, overall marketing and supply chain strategies,as well as have mitigated the by shippers experienced weaknesses with RoRo short-seashipping, their business opportunities in the European freight transport market are likely toincrease. Marketing, collaboration and integration throughout the supply chain are identifiedas key success factors in RoRo short-sea shipping.