MSC changes tack: there is no such thing as bad PR

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Times were when Geneva-headquartered MSC was painfully media-shy and unwilling to comment on good news stories, let alone any bad news. Indeed, the carrier’s amazing 45-years of entirely organic growth from having a few elderly containerships to becoming the world’s second-biggest container line continued to confound its critics who said it must up its game, embrace journalists and, moreover, do a better job of profiling itself.

And now, with its partnership in the 2M alliance with Maersk ? the industry’s most ...