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This study explores the levels of Facebook engagement of the two largest Europe-based shipping lines, Maersk and Mediterranean Shipping Company (MSC), to discover the marketing orientation of the topics advertised and to ascertain whether they tend to be about brand recognition, new transport services, or value propositions for stakeholders.

The Facebook posts of Maersk and MSC were analysed using social media text mining and social network analysis (SNA); in- and out-degree centrality analysis was performed to determine the key terms in their posts. NetMiner software was used to collect the respective data on Maersk and MSC. The inquiry period was set between May 2020 and February 2021.

The results indicated a divergence in their post contents, with higher engagement and a wider, more active follower base for MSC than for Maersk. Maersk primarily posts about logistics services and supply chain solutions. MSC communicates about new and large container vessels. Both companies seek greater brand recognition and information sharing through social media.

These results can be used by the stakeholders to evaluate whether Maersk and MSC truly deliver on their respective value propositions communicated online through their social media engagement. It can also help Maersk and MSC gauge the level of effectiveness of their communication with stakeholders and modify their digital engagement strategy accordingly.

This paper seeks to analyze strategies used to communicate CSR to public audiences via the internet in Maersk and WalMart in order to examine the influence of national culture from the headquarters of each of these global corporations. The purpose of the paper is to further understanding about how CSR is framed and developed within the cultural bounds of a given nation.

The paper extends Donaldson and Preston's model of interaction between the corporation and its stakeholders through a cultural systems approach. The notion of cultural systems is combined with three of Roome's CSR agendas – diversity, sustainable environment, and community involvement/corporate philanthropy – to examine presentations of corporate social responsibility on Maersk and Walmart corporate web sites.

The consequences in corporate web site discourse about CSR in Maersk and WalMart are strikingly different. With respect to all three CSR agendas, the WalMart site includes a more detailed explanation of its efforts, rooted in local communities in the USA. In contrast, the Maersk site CSR section includes less detail, and a focus on efforts mainly in communities outside of Denmark. These differences in discourse imply different expectations from the public emerging from cultural system differences in the USA and Denmark. Thus, even though WalMart is not necessarily more involved with CSR efforts than Maersk, it has a greater need to express its CSR activities in detail due to the differences in expectations rooted in the US and Danish cultural systems.

Introducing an approach for understanding corporation‐stakeholder interactions and the expression of corporate social responsibility to the public via corporate web sites as situated in cultural systems.

The authors share a real-world case study of a multiple-year adoption process of robotic process automation (RPA) in procurement to add to the limited empirical research base on RPA in supply chain management. The Maersk case offers hard evidence of the value of RPA that can be used as a benchmark for decision-making in companies and as a basis for further research in key areas such as change management and behavioral aspects as well as return on investment on RPA and the need for RPA capability development.

Together with the co-author from Maersk, the authors cover a multiple year RPA program in procurements, to capture lessons learned and develop research questions for the future. The authors consider 39 generic action principles for RPA adoption in a specific procurement context.

The authors find RPA for procurement to be an enabler of strategic progress and of advancing the concept of triple values (enterprise, customer and employee) in a supply chain setting. The authors offer RPA adoption scoping guidance and show how, with growth and maturity of the program, conditions such as predictability of volume become less relevant as a scoping criterium. The authors also find that RPA augments work rather than replace staff. Maersk utilizes staff time freed up by automation to focus employees on more strategic priorities. The authors consider 39 generic action principles for RPA adoption in a procurement-specific context and develop additional action principles based upon the Maersk case.

The authors study both a unique and rich case to complement limited empirical research on RPA in procurement and supply chain management and the limited research into RPA past early stage adoptions. The authors address Hofmann et al.'s (2019) questions about the change management involved in RPA and consider generic RPA action principles from literature in this specific procurement setting. The authors extend those action principles and develop a rich set of research opportunities.

When analyzing modes of navigating a multi-cultural environment in a multinational corporation (MNC), most studies employ an etic approach that delineates how, for example, multi-cultural companies thrive and maneuver in a likewise multi-cultural business contexts. This approach implies the use of theoretical models and empirical observations that from a methodological view identify an employee as either an objectified agent or as an anonymous “other,” indicating that such approaches are rooted in an ethnocentric academic tradition. Acknowledging the merits of this tradition, we take the methodological approach a step further and introduce an emic or contextualized approach that makes employees themselves provide the bulk of data on how and why they position themselves in a multi-cultural organization the way they do. The main objective of this chapter is thus to discuss how employees develop personal strategies to navigate in a complex multi-cultural organization. The study takes off by developing a theoretical model for how to approach emic studies and then proceeds to suggest a methodological approach that is capable of providing empirical data for a model based on a combination of both etic and emic approaches. This constitutes a first step towards developing a generic model of how to deal with context. In order to test the model, the empirical focus will be on the relationship between the headquarter of the Danish MNC, Maersk Line, in Denmark and its subsidiaries in Asia. This relationship is analyzed on the basis of interviews in the Danish headquarter and in the local offices in Tokyo, Kuala Lumpur, and Penang.

International business (IB) studies revolve around two key perspectives defined as a firm-specific perspective and a generic perspective that combined to provide a company with crucial insights into how to enter and navigate in foreign markets. Such a combined approach provides a company with a holistic perception of what kind of resources and capabilities it needs before entering and operating in specific markets. The key issue here is how to design a research approach that provides the data that make a researcher capable of developing an explanatory framework for how to engage such markets. Before looking for appropriate research methodologies and tools for data collection, there is a need for a pertinent philosophy of science. This chapter discusses three different philosophies of science each one capable of providing the analyst with a specific take on how to “think” data. Arguably, whatever approach one selects, the choice has an impact on the outcome of the research process. After selecting a specific philosophy of science, the chapter applies it on an analysis of the Danish shipping company Maersk. The focus is on how employees at headquarters and selected overseas subsidiaries “read” the global corporate culture and navigate within the company for own and organizational benefit. This chapter discusses the ramifications of selecting one philosophy of science over another when engaging in qualitative or quantitative research in an IB context.