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This case contains an in-depth discussion of the different strategic paths and competitive strategies adopted by international shipping lines competing in the same markets. It includes a brief historical review of the dynamic influence of containerization on the international shipping industry. Two major shipping companies are investigated. The case highlights critical differences in development strategies between (a) a traditional established European liner shipping company, P&O and (b) that of a shipping line from a Newly Industralized Country, Evergreen Marine Corporation. The case seeks to illustrate that where new technologies replace previous ways of doing things, as in the introduction of containerization, traditional strategic responses may be inappropriate, and new strategies may require to be developed.