Maersk Line has decided to take a strong industry leadership position on responsible shipping practices with a focus on achieving an environmental advantage. This has sparked the interest of Harvard Business School (HBS).
“Naturally, a case on Maersk Line would work well in a course focused on sustainability or the environment, but we very much want this case to deal with the fundamental strategic decisions that Maersk Line can make to strengthen its competitive positioning-”, says HBS professor Ramon Casadesus-Masanell, who was part of the team interviewing senior management, customers and stakeholders for the case during January and February 2012.
How will the case be used? Students are presented with a case, and then place themselves in the role of Maersk Line’s CEO. They read through the situation and identify the problems Maersk Line is facing. In class, students probe underlying issues, compare different alternatives, and finally, suggest courses of action in light of the organisation's objectives.
Harvard Business School students will learn more about Maersk Line's strategy for change
“Using HBS as a platform to communicate our industry transformation efforts, as well as a means to create an understanding of the environmental and social challenges and risks in the shipping industry, will no doubt generate a lot of interest in our company,” says Anne Krogh Nielsen, Head of Maersk Line HR Development.
Maersk Line Chief Operating Officer Morten H. Engelstoft underscores the importance of the organisations' efforts in differentiating itself from the rest of the competitors.
“There is a difference between just moving a container and moving it in the most sustainable, easy, and reliable way. And that difference is worth something to our customers.”
The case on ‘Maersk Line and the Future of Container Shipping’ will be added to the HBS strategy curriculum during 2012 and will be made mandatory for all 900 HBS MBA students in their first year Strategy Course. The case will also feature in the HBS Executive Program as well as being made available to the wide range of business schools using HBS case material all over the world. Internally the case is expected to be used in the Maersk Line Graduate Program – as well as feature in the A.P. Moller - Maersk leadership pipeline programmes where appropriate.