China Ocean Shipping (Group) Company Harvard Case Solution & Analysis

IMD-3-1934 © 2008
Lorange, Peter; Zhang, Lily; Liu, Gary

In the year 1998, COSCO's President and CEO Wei Jiafu started a "2 improvement" method at COSCO: change from an international shipping provider to an international logistics operator based upon the shipping corporation, and from a cross-border company gamer to an international company.

To perform the development from a provider to a logistics operator, COSCO prepared to enlarge the market value chain and move into logistics, terminal operations, ship repair work and shipbuilding companies. This case follows COSCO's change and advancement through 2007 and takes a look at the difficulties ahead.

Subjects: Transformation; Strategy; Innovation; International shipping; General management
Settings: China; Shipping; By 2007, World’s 2nd largest shipping company; US$17 billion corporation; 80,000 employees; 1998- 2007

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