Maersk Line had the ambition of becoming a sustainability leader in an industry that was often criticized for environmental impact, most notably the greenhouse gas emissions (GHG) from its heavy fuel use. The company had successfully launched several initiatives, which had results in emissions reductions and significant fuel savings. Maersk Line was hoping that customers would increasingly make sustainability a purchasing criterion, thus differentiating Maersk Line from competing carriers. With market conditions currently so poor, Skou had to ensure that all resources and investments were spent wisely, on everything from upgrading vessels to training the sales force. Could sustainability really provide Maersk Line with a competitive advantage in an industry that was considered to be commoditized?