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Academic researchers published a sophisticated model of world class logistics in 1995 and recently updated it with a model of 21st century logistics. Although such practices are yet to be perfected in the real world, it provides a yardstick for measuring logistical excellence. An innovative world class firm will pursue sustainable competitive advantage through wellintegrated global supply chains. As liner operators are vital members of global supply chains, their contemporary strategies need particular scrutiny to identify elements of congruence or non-congruence. The paper discusses generic liner strategies and identifies the ideal strategy congruent with contemporary supply chain management practices.

An evaluation of liner strategies in the context of contemporary supply chain management practices