Global strategy gone astray: Maersk's big box boats and the world shipping industry

摘要

A.P. Moller-Maersk Group (A.P. Moller-M AE rsk AS in Danish), commonly known as Maersk, is the world's largest global shipping conglomerate from Denmark and carries a rich history and corporate heritage in the industry. The company operates large container ships which are mostly known as "big box boats" in the industry. By using interdisciplinary literature and the shipping industry's operational routes and corporate developments, this case-based research analyzes and discusses Maersk's internationalization and its global strategies. Although Maersk aggressively sought internationalization and company-specific expansion, its global strategy and international expansion areas have encountered problems because of the slowdown of the global economy, de-globalization, and the U.S.-China trade tussle. The case-based research analyzes and discusses these issues within the areas of international business and the company's global strategies and industry-specific competition. Analysts and industry observers believe that Maersk will continue to be a major shipping and logistics firm and will thrive in global markets. At the same time, the company will be impacted by the changing competition, regulatory forces, and new technologies in logistics and global shipping. This case study also provides future developments and growth prospects of Maersk and the shipping industry.