Digital transformation at Maersk: the never-ending pace of change

ABSTRACT

This teaching case describes, based on publicly available material, the transition of the A. P. Moller Maersk shipping company from a logistics-based organization to an information and technology-based organization. Multiple digital technologies, including distributed ledger, robotic automation, digital platforms, and big-data analytics offered opportunities for Maersk. Although the company was a relatively late starter in digital transformation, its journey so far has been successful. The challenge is how to enact sustained digital transformation in an environment of rapid technology change. Some theoretical lenses are offered to assist with analyzing and framing Maersk’s digital strategy, including business models, organizational ambidexterity, and dynamic capabilities.

Disclosure statement

No potential conflict of interest was reported by the authors.

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/15228053.2023.2300921

Notes

¹ https://www.youtube.com/watch?v=iThr7hI34-g

² https://www.maersk.com/digital-solutions/logistics-hub

Additional information

Notes on contributors

Manoj Dagar

Manoj Dagar manages the service desk team at Fujitsu New Zealand. He has experience in service management, capability-building and team leadership. Manoj has completed post-graduate study Information Management. He applies contemporary best practice and research expertise to his leadership roles.

Mary Tate

Mary Tate is an Associate Professor of Information Systems at Victoria University of Wellington, New Zealand. She has over 100 publications in leading outlets. Mary is interested in digitization, digital transformation, leadership, and digital service delivery in the public and private sectors.

David Johnstone

David Johnstone is a Senior Lecturer in information Systems at Victoria University. David has published over 50 articles in leading information systems journals and conferences. David is interested in data and information systems governance, platforms, crowdwork and design.