Strategic Responses to Market Disruptions in the Shipping Industry: A Case Study of Three Leading Companies
Keywords:
shipping industry, marketing strategies, COVID-19 pandemic, digital transformationAbstract
The global shipping industry has been significantly affected by the COVID-19 pandemic, which has disrupted supply chains and forced companies to adapt their business and marketing strategies. The aim of this research is to examine the transformation of marketing strategies in the shipping industry in response to these market disruptions. The research analyses three leading companies: Maersk, MSC, and CMA CGM, using a qualitative case study approach. The findings show that all three companies have accelerated digital transformation, integrating it into their marketing strategies to strengthen customer relationships through transparent communication. Maersk expanded digital platforms, MSC introduced blockchain-based electronic bill of lading, while CMA CGM implemented the Business Continuity Pack. These measures mitigated disruption and set long-term standards for resilience, innovation, and responsibility.
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Copyright (c) 2026 Gorana Mudronja, Sendi Bujanović
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