An Ict-Based Start-Up Entering Maritime Logistics Networks: Facilitation of Value Cocreation Patterns

Abstract

PurposeThis study aims to explore how a start-up entering maritime logistics networks (MLNs) in the container shipping industry integrates resources underlying value cocreation patterns in these networks. Design/methodology/approachThe paper is based on a single case study of a technological start-up, providing tracking, tracing and other information services to MLN members using internet-based software. An interorganizational theory perspective informs the case study to unveil the resource integration for value cocreation in the network. FindingsThe start-up holds multiple resource interaction roles and the start-up's involvement enables the creation of new knowledge resources, which facilitate new revenue streams and manage resource dependencies. Hence, the findings indicate that the start-up changes value cocreation patterns in the network by reconfiguring and integrating existing resources so that the service is customized for various customers, including shippers and freight forwarders. Practical implicationsThe results provide insights about how technological start-ups can unlock resources within MLNs. Originality/valueThe study extends previous studies on resource roles in business networks and shows how start-ups can perform multiple roles simultaneously within these networks. In addition, the study contributes to the literature by studying information and knowledge as resources configured in different ways in a unique network setting.