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DELIN, A., EDELAND, F. och WISING, D. (2016) Exploring a New Business Model in a Conservative Industry A Case Study of a 4PL Startup in the Logistics Industry. Göteborg : Chalmers University of Technology (Examensarbete - Institutionen för bygg- och miljöteknik, Chalmers tekniska högskola, nr: BOMX02-16-77).
BibTeX
@mastersthesis{
DELIN2016,
author={DELIN, ANNICA and EDELAND, FREDRIK and WISING, DANIEL},
title={Exploring a New Business Model in a Conservative Industry A Case Study of a 4PL Startup in the Logistics Industry},
abstract={The logistics industry is characterized by fierce competition, which has led to price pressure among
competitors that has pushed profitability down to as low as 2% for some actors. Entry barriers are
low for new entrants, which has resulted in vast competition. Further, the free movement of goods
within the European Union has resulted in competition with unequal terms. Haxxo is a startup that
is in the process of establishing its business in the logistics industry and has experienced difficulties
with developing a business model that matches their offering to both customers and partners. Based
on this, the purpose of this study is to explore the business model of a 4PL startup within the
logistics industry and to provide guidelines for further development of its position in the market.
A case study of the recently started company Haxxo was performed. To understand the value
proposition and how Haxxo is perceived by stakeholders, interviews with three groups were carried
out: Haxxo employees, customers, and partners. The analysis was performed with systematic
combining, where the empirical material was continuously compared with literature to find
reasonable explanations for puzzling phenomena.
During the analysis, it was uncovered that there is a gap between what value Haxxo think it is
creating and what customers actually appreciates. Whilst Haxxo believes the offered TA-system is
most appreciated by customers, customers value the personal contact, which is not officially
offered in the value proposition. Moreover, the dependency situation between Haxxo and its
partners is found to be of a complex nature, where both parties want to grow with each other, but
at the same time become bigger competitors as they grow. Lastly, the analysis discovers that there
are opposing forces to the idea of Haxxo becoming a multi-sided platform.
The conclusions provide helpful insights for companies, both with a perspective on the logistics
industry, but also general insights about partner dependency. We argue that Haxxo and Passo
should either force a stronger distinction between themselves on its customers or consider merging
into one unified point of contact. Furthermore, a framework for segmenting Haxxo’s customers is
laid forth. The discussion about the framework will be helpful for other startups struggling with
segmentation as well, although the specific segments are unique for Haxxo. We also discuss the
complexity of small companies being dependent on their partners, how it may offer possibilities
and how it may hinder their growth. Lastly, the research group’s thoughts on Haxxo becoming a
multi-sided platform are presented, which conclude that neither side of such platform (customers
nor forwarders) would benefit from it. This is why, until further research is carried out, a change
of the business model to a multi-sided platform is not recommended.},
publisher={Institutionen för bygg- och miljöteknik, Construction Management, Chalmers tekniska högskola},
place={Göteborg},
year={2016},
series={Examensarbete - Institutionen för bygg- och miljöteknik, Chalmers tekniska högskola, no: BOMX02-16-77},
keywords={business model canvas, value proposition, customer segments, partner dependency, multi-sided platforms},
note={59},
}
RefWorks
RT Generic
SR Print
ID 247155
A1 DELIN, ANNICA
A1 EDELAND, FREDRIK
A1 WISING, DANIEL
T1 Exploring a New Business Model in a Conservative Industry A Case Study of a 4PL Startup in the Logistics Industry
YR 2016
AB The logistics industry is characterized by fierce competition, which has led to price pressure among
competitors that has pushed profitability down to as low as 2% for some actors. Entry barriers are
low for new entrants, which has resulted in vast competition. Further, the free movement of goods
within the European Union has resulted in competition with unequal terms. Haxxo is a startup that
is in the process of establishing its business in the logistics industry and has experienced difficulties
with developing a business model that matches their offering to both customers and partners. Based
on this, the purpose of this study is to explore the business model of a 4PL startup within the
logistics industry and to provide guidelines for further development of its position in the market.
A case study of the recently started company Haxxo was performed. To understand the value
proposition and how Haxxo is perceived by stakeholders, interviews with three groups were carried
out: Haxxo employees, customers, and partners. The analysis was performed with systematic
combining, where the empirical material was continuously compared with literature to find
reasonable explanations for puzzling phenomena.
During the analysis, it was uncovered that there is a gap between what value Haxxo think it is
creating and what customers actually appreciates. Whilst Haxxo believes the offered TA-system is
most appreciated by customers, customers value the personal contact, which is not officially
offered in the value proposition. Moreover, the dependency situation between Haxxo and its
partners is found to be of a complex nature, where both parties want to grow with each other, but
at the same time become bigger competitors as they grow. Lastly, the analysis discovers that there
are opposing forces to the idea of Haxxo becoming a multi-sided platform.
The conclusions provide helpful insights for companies, both with a perspective on the logistics
industry, but also general insights about partner dependency. We argue that Haxxo and Passo
should either force a stronger distinction between themselves on its customers or consider merging
into one unified point of contact. Furthermore, a framework for segmenting Haxxo’s customers is
laid forth. The discussion about the framework will be helpful for other startups struggling with
segmentation as well, although the specific segments are unique for Haxxo. We also discuss the
complexity of small companies being dependent on their partners, how it may offer possibilities
and how it may hinder their growth. Lastly, the research group’s thoughts on Haxxo becoming a
multi-sided platform are presented, which conclude that neither side of such platform (customers
nor forwarders) would benefit from it. This is why, until further research is carried out, a change
of the business model to a multi-sided platform is not recommended.
PB Institutionen för bygg- och miljöteknik, Construction Management, Chalmers tekniska högskola,PB Institutionen för bygg- och miljöteknik, Construction Management, Chalmers tekniska högskola,PB Institutionen för bygg- och miljöteknik, Construction Management, Chalmers tekniska högskola,
T3 Examensarbete - Institutionen för bygg- och miljöteknik, Chalmers tekniska högskola, no: BOMX02-16-77
LA eng
OL 30
