The study focuses on the cruise company and its suppliers as a whole. Therefore, the strategic, tactical, and operational planning levels of the company were examined to find key characteristics and unique issues to the industry. While it is necessary to maintain a certain service level, this research does not focus on the challenges of demand management and improving satisfaction. It does, how- ever, look at maintaining a certain level of satisfaction given the forecasts available. The main research questions are: What are the challenges of managing a global supply chain with dynamic supply locations, and what characterizes this unique domain of service supply chain? Given the exploratory nature of this research, the scope for interviews and data collection was broad (see Stebbins, 2001), allowing for a maximum of angles to be explored, but also ensuring that critical aspects were not left out due to a narrow focus.