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Case Details

Case Code: BSTR583
Case Length: 17 Pages 
Period: 2008-2018   
Pub Date: 2019
Teaching Note: Available
Price: Rs.500
Organization : A.P. Moller-Maersk A/S
Industry :Transport & Logistics
Countries : India
Themes: Growth Strategy/Corporate Strategy/Disruption/Digital Ecosystem
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Maersk Sails on Digital Ecosystem

 

ABSTRACT

 
The case describes Maersk’s transformation from a shipping conglomerate to an end-to-end transportation and logistics services provider. It details the top management’s vision to transform operations through digitization. In addition to partnering with technology firms, Maersk has adopted the ecosystem approach to growth by attempting to become the focal service provider and investing in startups working on disruptive technologies that act as ‘complementors’ to the core service offerings of Maersk through its online platforms. The case provides details on the Maersk Growth Venture Program and the creation and benefits expected from its corporate accelerator OceanPro. It also explains how Maersk has accelerated its transformation plan with investments in more than half a dozen startups in the second half of 2018, thus attempting to quickly build a shipping logistics and supply chain ecosystem around itself and become the ‘Amazon’ of the shipping industry.
 
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Issues

The case is structured to achieve the following teaching objectives:
  • Examine the drivers that are leading to changes in the shipping industry.
  • Understand the importance of top management vision in the success of a company.
  • Examine the transformation initiatives and growth strategy of Maersk.
  • Understand the challenges and benefits of using digitization as a key element of the corporate strategy.
  • Describe the importance of corporate accelerator programs in digitization strategy.
Contents
INTRODUCTION
ABOUT MAERSK
DIGITAL INITIATIVES AT MAERSK
STRATEGIC GROWTH THROUGH A START-UP ECOSYSTEM
LOOKING AHEAD
EXHIBITS

Keywords

Disruption; Ecosystem; Digital Strategy; Transportation; Logistics; Start-up; Accelerator; Digitization; Value chain; Container industry; Shipping; Freight Management; Block chain

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