Examining Value Creation Strategies in Liner Container Shipping: A Systems Perspective

ABSTRACT The container shipping sector plays a central role in global trade and represents the fastest growing segment of the maritime industry. As operational complexity increases, shipping lines face mounting pressure to balance service quality with cost efficiency. Despite extensive research on maritime logistics performance, limited attention has been given to modelling how operational decisions dynamically influence value creation within liner shipping systems. This study adopts a systems perspective to examine value creation within liner shipping operations by analysing container movements between ports. A system dynamics model is developed using a case study of shipping lines operating to and from Tanjung Priok Port in Indonesia. The analysis reveals that improving landside operations—measured by reducing vessel turnaround time—contributes more significantly to value creation than enhancing vessel speed. Furthermore, a combined strategy addressing both port‐side and sea‐side performance yields the greatest benefit, although diminishing returns emerge because of the inherent complexity of container transportation systems, where balancing loops dominate system behaviour and temper further gains. This study advances conceptual understanding of value creation in complex logistics systems and provides actionable insights for maritime policymakers and shipping lines seeking to enhance strategic decision‐making through system‐based interventions.