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

Abstract: Globalization and world trade creates increasing demand for transportation. Europe is strongly influenced by the automotive industry and large quantities of cargoes are transported by 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 avoid overloading road networks, thus minimizing bottlenecks. RoRo short-sea shipping provides great potential to create more energy- and cost efficient transport networks throughout Europe. To unleash its potential as well as increase business opportunities within RoRo short-sea shipping, ship operators need to become more attractive to cargo owners and logistics service providers. 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 marketing strategies and supply chain management as well as integrate to a larger extent into the European intermodal transport networks. RoRo short-sea operators must increase their visibility 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 operators have gained knowledge of, and implemented, overall marketing and supply chain strategies, as well as have mitigated the by shippers experienced weaknesses with RoRo short-sea shipping, their business opportunities in the European freight transport market are likely to increase. Marketing, collaboration and integration throughout the supply chain are identified as key success factors in RoRo short-sea shipping.