Int. J. Shipping and Transport Logistics, Vol. 2, No. 2, 2010 187 Copyright © 2010 Inderscience Enterprises Ltd. Strategic flexibility choices in the ocean transportation industry Ioannis N. Lagoudis* Department of Shipping Trade and Transport, University of the Aegean, 2A Korai Str., 82100, Chios, Greece and Research and Development Department, XRTC Ltd. – Business Consultants, 3 E. Chandris Str., 82100, Chios, Greece E-mail: ilagoudis@aegean.gr E-mail: ioannis.lagoudis@xrtc.gr *Corresponding author Mohamed M. Naim and Andrew T. Potter Logistics Systems Dynamics Group, Logistics and Operations Management Section, Cardiff Business School, Cardiff University, Aberconway Building, Colum Drive, Cardiff, CF10 3EU, Wales, UK E-mail: NaimMM@Cardiff.ac.uk E-mail: PotterAT@Cardiff.ac.uk Abstract: Flexibility is an issue widely studied in the manufacturing literature, but only recently has attention been paid to flexibility in logistics and supply chain management. Flexibility is taking prominence due to the uncertainties and disruptions created in the production and distribution processes of an organisation and its respective supply chains. This paper aims at studying the level of transport flexibility achieved in the ocean transportation industry to gain understanding on the strategic choices of carriers to cope with market changes and customer demand. Our analysis indicates the different strategic choices ocean transportation companies need to make with regards to transport flexibility. Keywords: shipping; transport; flexibility; competence; capability; strategy. Reference to this paper should be made as follows: Lagoudis, I.N., Naim, M.M. and Potter, A.T. (2010) ‘Strategic flexibility choices in the ocean transportation industry’, Int. J. Shipping and Transport Logistics, Vol. 2, No. 2, pp.187–205. Biographical notes: Ioannis N. Lagoudis is an Adjunct Lecturer at the University of the Aegean at the Department of Shipping Trade and Transport teaching management, strategic management and decision-making and a Visiting Researcher at Cardiff Business School. He is also the Head of Research and Development of XRTC Business Consultants specialising on different maritime sectors such as the ferry, cruise and port. His research interests relate to transport management, logistics and supply chain