The logistics industry is on the brink of transformation with the large-scale adoption of autonomous trucks by 2030. This paper examining whether this constitutes a disruptive innovation that could alter the business models of logistic companies, so called logistics service providers. Using a qualitative research design, the study employs semi-structured expert interviews. A pattern-based business model design approach is introduced. The developed methodology can be used to establish a line of research for different application using an efficiency-based innovation process. The identified business model options are structured along four alternative development paths leading to three distinct target business models (=Triple-layer BM). While certain types of logistic companies could gain market share, technology-driven entrants, such as digital logistics platforms and providers of Self-Driving-Systems, could disrupt them. Other players like Truck manufacturers and financial strong companies like insurance companies could form strong business model ecosystem with today’s logistics companies.

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Surviving Autonomous Trucks: A Triple-Layer Business Model Approach for Logistic Service Providers Using a Pattern-Based Innovation Design Approach

  • Michael Zehmisch,
  • Thomas Peisl

摘要

The logistics industry is on the brink of transformation with the large-scale adoption of autonomous trucks by 2030. This paper examining whether this constitutes a disruptive innovation that could alter the business models of logistic companies, so called logistics service providers. Using a qualitative research design, the study employs semi-structured expert interviews. A pattern-based business model design approach is introduced. The developed methodology can be used to establish a line of research for different application using an efficiency-based innovation process. The identified business model options are structured along four alternative development paths leading to three distinct target business models (=Triple-layer BM). While certain types of logistic companies could gain market share, technology-driven entrants, such as digital logistics platforms and providers of Self-Driving-Systems, could disrupt them. Other players like Truck manufacturers and financial strong companies like insurance companies could form strong business model ecosystem with today’s logistics companies.