A. P. Moller-Maersk: Enabling Strategic Business Transformation

A.P. Moller-Maersk (MAERSK), an integrated container logistics company based in Copenhagen, Denmark, has been on a decade long strategic transformation journey that was accelerated by the COVID-19 pandemic. MAERSK’s ambitious strategic business transformation converted the organization from an unwieldy family-owned conglomerate to an integrated container and logistics company. This massive shift required new organizational capabilities, new leadership, and most importantly, a significant change in company culture. The transformation helped make MAERSK successful both from a business perspective (e.g., digital transformation, mergers, acquisitions) and from a culture transformation perspective. The company took appropriate steps to break away from a traditional culture without jeopardizing its core values. From a change management perspective, MAERSK’s 9,000 people managers evolved from “a victim mindset” within “a cycle of despair” to a “growth mindset” within “a cycle of hope.” However, the company faced several key questions about its future: “Why did it implement strategic change in the first place? What are the benefits of strategic transformation? Was the company’s transformation successful? What comes next? What challenges will it face in its consistent drive to be better?

This case is most effectively taught in a human resource (HR), strategy management, or change management course at the postgraduate level. The case is also suitable for executive education programs in talent or people management, as well as in advanced undergraduate HR programs. After completion of this case, students will be able to<ul><li>learn how strategic transformation relates to the HR function;</li><li>identify the challenges associated with strategic transformation, both from a business and from a people perspective;</li><li>discuss how HR professionals can enable transformation from a people perspective; and</li><li>outline the steps required to bring employees along on the journey through key change management practices.</li></ul>

• Talent management
• Culture change