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Possible futures of crowd logistics for manufacturers: results of a strategic foresight study

Sophie Michel (HuManiS UR Research Center, EM Strasbourg Business School, University of Strasbourg, Strasbourg, France)
Jean-Philippe Bootz (HuManiS UR Research Center, EM Strasbourg Business School, University of Strasbourg, Strasbourg, France)
Jeanne Bessouat (HuManiS UR Research Center, EM Strasbourg Business School, University of Strasbourg, Strasbourg, France)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 28 November 2022

Issue publication date: 14 November 2023

193

Abstract

Purpose

Although crowd logistics (CL) is a promising digital solution, its future development remains uncertain. This paper aims to suggest multiple possible futures of CL in terms of business relationships and value co-creation between manufacturers and digital platforms.

Design/methodology/approach

This paper offers a systemic and multistakeholder approach related to the field of strategic foresight, based on the scenario method. The scenarios construction involved 22 participants (practitioners, academic researchers and foresight experts).

Findings

Four scenarios emerged from the strategic foresight study. For each scenario, the configuration, diffusion and coordination of CL – as well as the balance of power between manufacturers, digital platforms and customers – are specified.

Research limitations/implications

The foresight analysis reveals not one certain future, but multiple potential business configurations and research avenues related to the development of CL.

Practical implications

The adopted multistakeholders perspective, including macro factors, regarding CL allows business-to-business (B2B) managers to rethink its potential. Managers can use the scenarios to consider multiple types of coordination with digital platforms and its implication for value co-creation.

Social implications

This paper provides insights into social changes that may constitute drivers and consequences of the development of CL and identifies two forms of coupling that may drive the development of CL: regulation–social transformation and technology–environment.

Originality/value

This research contributes to IMP research on B2B relationships in digital contexts, by showing that CL presents an opportunity for the co-creation of distribution value in a B2B environment.

Keywords

Acknowledgements

The authors thank all the participants of the “observatory of futures” study at EM Strasbourg. They also thank the HuManiS members as well as the members of the ST-AIMS “Temporalities and practices of anticipation” at the AIMS 2021 conference for their feedback on the first version of the manuscript. Finally, we are very grateful to the Editor Dr. Wesley Johnston and the two reviewers for their support throughout the revision process.

Citation

Michel, S., Bootz, J.-P. and Bessouat, J. (2023), "Possible futures of crowd logistics for manufacturers: results of a strategic foresight study", Journal of Business & Industrial Marketing, Vol. 38 No. 10, pp. 2019-2029. https://doi.org/10.1108/JBIM-12-2021-0548

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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