Competitive advantage improvement strategy of container shipping industry: case of Indonesia

Several previous studies have discussed the strategy of increasing the competitive advantage of the container shipping industry in a country level. However, it tends to use fragmented strategy approach. This research proposes its novelty using the MBV paradigm and encourages the implementation of a more comprehensive strategy at the national level, industry and corporate level by making SSCM a mediating factor in enhancing the competitive advantage of the industry. This research collected responds from 100 higher management level of business user and actors of Indonesia container shipping industry. This research applies mixed methodology that using structural equation model partial leased square SEM-PLS and qualitative approach through in-depth interview and FGD. This research concludes that, there is three focuses of strategy to develop competitive advantages of container shipping industry in Indonesia: ensuring demand sustainability, increase sustainable supply chain performance and government support through regulation.