The competition between bulk and containers in reefer shipping has become increasingly intensified in recent years. This study aims to investigate the modal choice between reefer bulk and container vessels by applying the value-based management tool in cold chain management. A value-based decision model is developed for operational and financial planning with Economic Value Added as the objective function. The commodity character and the voyage distance are identified as the main factors that affect the modal choice. The numerical study and sensitivity analysis reveal the change in modal choice and route choice under different operational and financial scenarios.
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