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.