The vision of the Physical Internet (PI) involves both sharing logistics resources and information exchange within an open network. The implementation of PI is seen as a promising contribution toward sustainable logistics. This paper investigates motives for and success factors in collaborating in a PI network. We apply an interpretive case‐based research approach involving four shippers and three logistics service providers (LSPs) that operate in a PI network. Motives are defined as the reasons that encourage an organization to enter the PI network. Success factors are conditions required for organizations to continue collaborating in a PI network. This is the first PI study conducted in a multi‐industry context. The findings demonstrate the central and neutral orchestration of resources (i.e., physical, digital/intangible, and relational resources) as a substantial and multi‐faceted issue in PI and continuous PI collaboration. A well‐accepted theory (Resource‐Based View) and its most recent extension (Resource Orchestration Theory—ROT) frame and guide our research. ROT informs the deployment of physical, digital/intangible, and relational resources by a neutral orchestrator in a PI network. The knowledge of motives and success factors allows the development of future user‐oriented PI services that are likely to be accepted by shippers and LSPs.
The growing global flow of goods, the increasing problem of traffic congestion and the inefficiencies associated with distribution and logistics or the discerning consumers' high standards for products and delivery services lead to new logistical requirements, for which the model of the 'Physical Internet' has emerged as a probable solution. Physical Internet is a novel concept that transforms how physical objects are designed, manufactured and distributed aiming for a radical sustainability improvement. The implementation of the Physical Internet leads to the need to rethink some basic concepts of logistics such as the shift from private supply networks to open supply networks. Therefore, increased collaboration and coordination is necessary. In order to make a productive contribution to the first steps towards the Physical Internet in Austria, this article focuses on the need for horizontal collaborations, which are required to realize the Physical Internet. Moreover, the study explores the views, experiences, beliefs and motivations of transport service providers in Austria in the context of horizontal collaborations and the Physical Internet. A literature research was carried out in a first step. Afterwards interviews with forwarding agencies and logistics service providers were conducted. Findings highlight that barriers such as the fear of antitrust fines or the high administrative input have to be removed to enable close vertical and horizontal collaboration among different logistics companies in Europe, as the vision of the Physical Internet is encouraging a smooth transition from independent supply chains to open global supply networks. The implementation of a Physical Internet in its full expression could probably take decades, but individual elements of it, such as horizontal and vertical cooperation, are a first step towards this vision. Important components of the implementation process are awareness raising and information sharing.
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