International Journal of Shipping and Transport Logistics, cilt.18, sa.1, ss.92-110, 2024 (SSCI)
Recently, liner shipping companies were one of the most profitable companies. To sustain this profitability, companies should use the right strategies. This study aims to define and analyse liner shipping market trends, its expected utilities, and the competitive advantage strategies of companies. In this study, the most adequate strategy that meets the requirements of these trends was obtained by fuzzy AHP-TOPSIS hybrid method. Such market trends as 'digital transformation', 'decarbonisation race', and 'supply chain integration' were seen as the most prominent ones. On the other hand, 'rapid shipping service between ports' had become the most preferable strategy in the context of these trends. These results were discussed by comparing existing literature and interpreted in terms of market conditions. This is the first study evaluated liner shipping market trends in the context of expected utilities theory and tried to determine the best strategy brings competitive advantage by catching market trends.