Growth strategies for liner companies in the time of economic recession

Abstract

There is plethora of literatures and studies on growth strategies during a recession. Yet this is clearly not evident for topic concerning growth strategies in the Liner container industry, either by virtue of its unique attributes or just a lacking in interest by researchers. Otherwise, this basic research paper aims fill this literature gap and intimately examines growth strategies applicable during the recession and explain any trends, if applicable.

Literatures from other industries with similar characteristics allowed this research to juxtapose some of the relevant strategies and concepts. Coupled with qualitative interviews with experienced strategy users facilitated the creation of a framework which was then subsequently tested via industrial survey.

The final findings of this research were that, there exists an array of strategies that were not well documented but well practised in the industry. Despite the vast number of varying strategy discovered, they can in all be segmented for Growth or for Survival. Demography was also found out to have a direct influence on the choice of strategies. Recommendations that the market should not adopt a ―Carpe diem‖ attitude to prevent worsening freight disequilibrium, or also known as freight undercutting, was made to increase the chances of success of strategies used during a recessionary period.