The Maritime Economist Magazine Spring 2015 | Page 58

THEMARITIME Economist Book Review Creating Global Opportunities: Maersk Line in Containerisation 1973–2013 By Chris Jepson and Henning Morgen One of the merit of the authors is to be able to explain clearly the market challenges faced by the firm, on how for example the decision to develop containerized trades was made in 1975—relatively late with respect to other competitors at the time. Particularly interesting chapters are those describing how the firm built its presence in container shipping after 1976 (chapter 4), what lead to the decision to enter the container terminal sector in the early 1990s (chapter 7) and the challenges imposed by acquisitions (chapter 8-9). ME Mag The recently published book ‘Creating Global Opportunities: Maersk Line in Containerisation 19732013’ written by two well-experienced Maersk employees is a very pleasant discovery that is likely to intrigue both academics and business people. With an extensive amount of information, company documents and published materials the authors tell the story of one of the leading liner shipping companies from its origin, to the development of its containerized trades, through its growth up to 2013. 58 Although the book is dedicated to Maersk Line, the reader will gain a broad picture of the shipping interests of the Maersk group. But reviewing the history of one of the market leaders in container transport offers also an opportunity to look back at the recent history of the container shipping industry. The focus of the book is not only presenting the development of the company but explaining, often critically, the strategic and operational choices that top management made and tell a success story where charismatic leadership, vision and good entrepreneurial spirit brought Maersk line to its leading global position. The books presents a wide array of materials from the Maersk archives, including pictures and quotes from key Maersk people. Each chapter also includes a summary of key trade and economics statistics provided by the Economist Intelligence Unit and short boxes that focus on some key innovations, business decisions or other salient developments in the history and strategy of the company. The book is interesting not only for maritime historians and shipping aficionados but for anyone with a genuine interest in understanding how business decisions are carried out in shipping companies and what it takes to become the largest container ocean carrier. Michele Acciaro, Ph.D. Creating Global Opportunities: Maersk Line in Containerisation 1973–2013 By Chris Jephson and Henning Morgen Published: August 2014 ISBN: 9781107037816, Cambridge University Press.