Digital transformation in container shipping: evaluation of factors and strategies from a firm-based perspective

Mahmut Mollaoglu and Muhammet Gul

Maritime Policy & Management, 2026, vol. 53, issue 5, 1020-1055

Abstract: Digital transformation has led maritime container shipping to make many operational, environmental and organizational changes. Liner operators and freight forwarders have recognized the necessity of integrating their systems into this transformation to align with contemporary requirements and enhance service delivery to their customers. Adapting to the digital transformation and developing appropriate strategies also provides companies with a competitive advantage. However, identifying the factors in the digital transformation process and determining the most appropriate strategy is a complex process that requires overcoming many uncertainties. This study aims to reveal and evaluate company-based digital competition factors and strategies in container shipping. Fuzzy-based Best Worst Method (BWM)-Grey Relational Analysis (GRA), as an integrated fuzzy Multi-Criteria Decision Making (MCDM) method, was employed to weight the digitalization factors and prioritize the most appropriate strategy. The analysis allocated the highest weights to the main factor of customer satisfaction and the sub-factor of accessibility while the expert evaluations indicated that the most prioritized strategy was advanced container tracking systems. The sensitivity of the factors and the robustness of the model were tested using sensitivity and comparison analysis. The results show that the integrated hybrid method confirmed the validity of the proposed model.

Date: 2026
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DOI: 10.1080/03088839.2025.2552756

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