| Summary: | ABSTRACT
Purpose: The paper seeks to examine the correlation of cultural aspect within the liner alliances and to determine the feasibility of liner alliances from the cultural perspective. It also seeks to determine the application of big ships in the liner alliances.
Methodology: A sample of liner firms was selected for the survey using systematic sampling technique with sampling interval to obtain the sample survey results. Selective interviews have been done with top management of the selected liner firms to obtain professional topic insights.
Findings: The result supports that culture is an important consideration within the liner alliance. The findings show that cultural exert an indirect influence to the success/failure of liner alliances. It also shows that though big ships are prevalence in the liner alliances, but it does not provide implication for the utilization of bigger ships in liner alliances.
Research Implication/Limitation: Culture is a subjective topic where it varies among individuals. Therefore, it requires large amount of surveys and interviews to generalize the importance and impacts of culture in liner alliances. Also, the trade demands of liner alliances are considered as a trade secret which is necessary to justify the uses of bigger ships in liner alliances.
Originality/Value: This is the first studies on cultural aspect to identify its impact within the liner alliances.
Keywords: Liner alliances, Culture, Strategic alliances, CKYHE, Big ships
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