Chapter Three
Craft a 3-D Strategy to Overcome the Barriers
HERE’S A TOUGH NEGOTIATING CHALLENGE for you, straight from the docks and boardrooms of the U.S. West Coast.
In 1999, the Pacific Maritime Association (PMA), an association of seventy-two diverse shipping lines and terminal operators in West Coast ports from San Diego to Seattle, sought an agreement with the International Longshore and Warehouse Union (ILWU) to introduce new information technologies that would enhance shipping efficiency and increase the capacity of often-clogged West Coast ports.1 Because the longshore and clerk divisions of the ILWU had been steadily losing jobs because of containerization and other technological changes (shrinking from a workforce of approximately ...
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