Digital platforms in intermodal freight transport: an analysis of emerging business models and their future dynamics

Abstract

Purpose Intermodal freight transport (IFT) promises to reduce freight transport emissions by combining multiple transport modes. Emerging digital platforms seek to address the increasing complexity that arises from a combination of transport modes, yet the understanding of their business models remains limited. This study provides in-depth insights into the current characteristics and future dynamics of IFT platform business models. Design/methodology/approach Using an inductive qualitative research approach, we gathered data from 19 semi-structured interviews. Based on this empirical data, we derived a comprehensive business model taxonomy, identified distinct platform archetypes and explored their future dynamics. Findings Four platform archetypes are identified: Marketplaces and Self-Brokers facilitate easy booking by matching supply and demand. Data Hubs and Collaboration Hubs digitize data exchange between IFT actors. While Marketplaces and Data Hubs are operated by digitally dominated entrants, Collaboration Hubs and Self-Brokers are launched by intermodal incumbents as a digital extension of their physical transport services. Platforms operated by intermodal incumbents with a considerable customer base possess strategic advantages, potentially outperforming the business models of digitally dominated entrants in the future. Research limitations/implications Although this study focuses on the German IFT market, the developed taxonomy sets the ground for qualitative research of other platform-based business models and encourages the validation of our findings through quantitative research. Originality/value By being the first to comprehensively systematize IFT platform business models and their future dynamics, our study creates an in-depth understanding of how digital platforms can contribute to a modal shift from road freight transport to environmentally friendly IFT.

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