Networked business models for current and future road freight transport: taking a truck manufacturer’s perspective

Abstract

Technological development is rapidly having an impact on the road freight transport system. In parallel, there are suggestions for new types of business models to approach the network and complex features of business. In this paper, we raise the question of what this means in the road freight transport business from a truck manufacturer’s perspective. The purpose is to analyse the contents of and developments in networked business models for road freight transport in Sweden with the overall aim to contribute to sustainable transport solutions. The paper builds on a qualitative case study methodology of a truck OEM. The results display three forms of networked business models: business models in stable, established and emerging networks. The stable business model is based on the present situation with the truck at the centre. The established business model is partly based on the present and partly on the future with the focus on uptime of the trucks. The emerging business model is future-oriented and contains technological development of connectivity, electrification and automation. Managerial implications regard that coping with the emerging business is necessary but result in great uncertainty regarding how to interact, which resources to invest in and how to coordinate activities.