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Case
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Reference no. CCW140402
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2019
Version: December 4, 2019
Revision date: 16-Apr-2020

Abstract

In early 2012 in the wake of economic uncertainty and industry-wide losses, shipping industry giant Maersk Lines deliberated about its future pricing strategy. Should it continue a strategy of aggressive price cutting as has often worked to its advantage in the past? Or should it consider raising prices for its services despite a weak demand and strong competition?
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Abstract

In early 2012 in the wake of economic uncertainty and industry-wide losses, shipping industry giant Maersk Lines deliberated about its future pricing strategy. Should it continue a strategy of aggressive price cutting as has often worked to its advantage in the past? Or should it consider raising prices for its services despite a weak demand and strong competition?

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