Maersk Sails on Digital Ecosystem
Case Code: BSTR583
Case Length: 17 Pages
Pub Date: 2019
Teaching Note: Available
Organization: A.P. Moller-Maersk A/S
Industry: Transport & Logistics
Themes: Growth Strategy, Corporate Strategic, Disruption, Digital Ecosystem
Abstract Case Intro 1 Case Intro 2 Excerpts
Digital Initiatives at Maersk
Maersk was one of the early adaptors of digitization in the shipping industry and the company took a number of measures to prepare itself to grow through digital innovation. The primary focus was to digitize customer transactions using block chain technology, optimize business operations (ships/containers/ports) using Internet-of-things (IOT), and create an online ecosystem to cater to the needs of shipping clients (Refer to Exhibit II for the Focus Areas for Digitization that Maersk has earmarked)...
Strategic Growth Through a Start-up Ecosystem
In addition to the digitization initiatives taken up by Maersk across its business segments, the company proactively looked for opportunities to forge relationships with start-ups involved in disruptive technologies like artificial intelligence, machine learning, and analytics and create a digital ecosystem with Maersk that provided solutions to the entire shipping industry...
Maersk transformed itself from a conglomerate with a corporate layer overseeing independent, stand-alone business units that had their own bottom lines, into a global integrator of container logistics, providing customers with end-to-end supply chain solutions. It planned to increase the pace of transformation in 2019. According to Skou, “2018 was a year of execution to build the foundation for the new A.P. Moller-Maersk. 2019 will be the year of accelerating our transformation to set us up for long-term, profitable growth that will benefit all our customers and create shareholder value."...
Exhibit I: A Snapshot of Maersk
Exhibit II: Focus Areas for Digitization
Exhibit III: Maersk Appstore
Exhibit IV: Shortlisted Companies – First Round of FoodTrack
Exhibit V: Shortlisted Companies –Second Round of FoodTrack
Exhibit VI: Maersk Growth - Venture Investments
Exhibit VII: OceanPro Accelerator Program (First Cohort)
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