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Maersk Brand Strategy in China
I'll copy some from Maersk employee handbook for you to see.

Hope useful to you

Our core values

Constant concern

modest and unassuming

perpendicular/vertical

Our employees

Our name

Our vision

We create opportunities in global trade.

Our mission

We will realize our vision in the following ways

Really understand our customers and their business.

Provide the best transportation plan

Profit-and maintain sustainable profit growth.

Continuously reduce costs and improve efficiency.

Provide personal development opportunities and inspiring professional environment for colleagues in the company.

creative

Excellent corporate citizen