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.
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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.