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R EV : OC TO BER 25 , 2004

LYNDA M. AP PLE GATE NEO BOON S IONG NANCY B ARTL ET T DOLLY CH ANG -LEOW

PSA: The World’s Port of Call
Shakkei is a Japanese landscaping strategy. It means “borrowed scenery.” If you can integrate the distant scenery into the landscape of your garden, a beautiful garden can be created . . . A good landscaper is able to bring about this kind of integration. This same philosophy is true within Singapore today. If we want to realize the full potential of Singapore as a global business hub, we must leverage global resources to overcome our constraints and limitations . . . A small country is no longer small. This is our strategy to transform Singapore for the 21st century and beyond.1 Corporatised on October 1, 1997, after 33 years as the Port of Singapore Authority (PSA), the mission of PSA was to be the “World’s Port of Call.” A favorite lunch stop for many PSA visitors was the Prima Revolving Restaurant, located just outside the Brani Gate entrance to the port. From this lofty perch, Singapore harbor, port facilities, and operations could be viewed. On a sunny day in late 2000, PSA group president and former chief executive officer for Singapore’s urban redevelopment agency, Khoo Teng Chye, was entertaining a group of visitors. The panoramic view of the sea was dotted with container ships of all sizes, flying flags of many nations. As the restaurant rotated, the massive port infrastructure came into view with its many berths and giant cranes loading and unloading container ships at berth. Khoo Teng Chye, explained with pride: The story of PSA is the story of Singapore. At the port, as in all of Singapore, we have limited land, limited sea space, and a limited number of people. Yet, we handle a large and growing volume of ship calls with cargo that have complex handling and storage requirements (see Exhibit 1). How

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