Denna rapport är en sammanfattning av forskningsprojektet ”Medialiserad shopping”. Utgångspunkten har varit ett intresse för hur digital teknik i allmänhet, och smarta telefoner i synnerhet, påverkar shopping i butik. De senaste tjugo åren har vi upplevt hur e-handelssektorn genomgått en kontinuerlig expansion och hur en allt större del av våra inköp kommit att göras online. Samtidigt hade vi inför projektet en känsla av att kunskapen om matvarubutiker och deras relation till den nya digitala tekniken var otillräcklig – i synnerhet som användandet av smarta telefoner i praktiken innebär att konsumenter tar med sig sina egna datorer till butiken och på så sätt skapar en köpupplevelse som på samma gång är fysisk och digital. Hur påverkar detta oss konsumenter och vårt sätt att handla?

För detaljhandelns del så ligger ännu så länge utvecklingen av shoppingappar, användande av platsbaserad teknik, individualisering och digitala tjänster i butik i sin linda. Vi har bara påbörjat utforskandet av hur shoppingupplevelsen i butik kan berikas och förädlas med hjälp av digital teknik.

Inom ramen för detta projekt har vi under de gångna två åren utfört ett antal studier på en rad olika platser, och denna rapport sammanfattar och presenterar några av de viktigaste resultaten från vårt arbete. Vi är givetvis mycket tacksamma gentemot alla de som hjälpt oss längs vägen och vill passa på att tacka Handelsrådet (Andreas Hedlund, Lena Strålsjö och Jenny Dahlerus), deltagande företag, sponsorer och deltagare i referensgrupper.

Theory on supply postponement and speculation has gained widespread use in industry to mitigate risk and improve customer value. We suggest alternative conceptualisation of product customisation focusing in the emergent properties of production in a value chain context. Based on the transvection model, servitisation theory, contingency theory focusing on interdependencies and complexity, we discuss how a variety of goods, information and service deliverables may be timed in relation to each other to customise in relation to customer value objectives. Through a single case study of retail distribution practices, an alternative modelling of supply timing is empirically grounded. The ‘supply palette model’ is introduced based on a fundamental view on products as technically fragmented entities, as well as the fact that production includes product design as emergent through complex supplier-customer interaction. This model serves as a marketing tool founded inoperations practices by exposing the complexity of deliverables provided to customers associated with operational decision-making events. This study also exposes how marketing and supply chain management necessarily are, when supplying postponed products, integrated business functions.

Industry 4.0 digital technologies are becoming indispensable for firms striving to enhance their supply chain capabilities and financial performance, but how these relationships play out in practice remains unclear. To address this issue, this study assesses the relationship between supply chain integration, supply chain agility, and financial performance from a dynamic capability perspective. Further analyses are conducted to establish whether Industry 4.0 digital technologies moderate the association between (a) supply chain integration and supply chain agility and (b) supply chain agility and financial performance. Findings based on the data pertaining to a sample of 274 Swedish manufacturing firms indicate that supply chain agility fully mediates the link between supply chain integration and financial performance. However, while Industry 4.0 digital technologies strengthen the effect of supply chain agility on financial performance, they do not moderate the relationship between supply chain integration and supply chain agility. These findings contribute to the ongoing debate regarding how digital technologies play a role in achieving competitive advantage in interplay with dynamic capabilities related to the supply chain. These findings are relevant for decision-makers, as they address the need for organisational adjustments beyond the mere introduction of Industry 4.0 technologies to fully reap their benefits.

This manuscript provides a general review of the contemporary literature on e-commerce logistics. The review is carried out systematically on the articles published in academic journals from 2015 up to 2018. A total of 77 manuscripts were reviewed and analyzed using this method regarding the journals, level of analysis, and scientific methods used. Moreover, coding of the findings of the papers was carried out to identify the research themes in contemporary e-commerce logistics literature. As a result, six themes were identified; namely, Distribution, Channel Design, Sustainability, Performance, Pricing, and Innovation. The results show a shift of scholarly focus over the past years. 

Purpose

There is a lack of consensus in conceptualizing and defining logistics flexibility as a distinct construct among supply chain scholars. The purpose of this paper is to systematically analyse the existing literature on logistics flexibility.

Design/methodology/approach

By taking a systematic approach to literature review, a total of 100 academic articles were content analysed. As a general framework, the classification broadly provided by Zhang, Vonderembse, & Lim (2002, 2003, 2005, 2006) was applied in order to increase the consistency and validity of the review.

Findings

The results show that logistics flexibility has gained an increasing academic attention in the past two decades in terms of the number of published articles. First, the various terminologies often used in relation to logistics flexibility are explored. Second, the definitions of logistics flexibility at various levels of analysis are presented along with methodological considerations of the current literature. It is shown that most of the existing articles claim to study the matter at the chain level. The main methodological tools used in studying logistics flexibility are revealed as well as the fact that the majority of the empirical studies correspond to the manufacturing industry. Moreover, a synthesis of the principal measures used to gauge logistics flexibility is provided. Finally, current and emerging themes in logistics flexibility research are highlighted. The study also underlines the main measures used in studying logistics flexibility.

Research limitations/implications

This paper only focuses on academic articles published in journals and does not include other contributions such as books, etc. The systematic literature review facilitates further conceptual and empirical studies; however, more narrative literature reviews could complement the results of this study.

Originality/value

This paper is unique in the sense that it specifically reviews the literature on logistics flexibility in a systematic fashion. The content analysis has been carried out using NVivo 10 enabling the systematic nature of the review as well as increasing the pedagogical value of the method.

This dissertation addresses several general logistics problems in retailing regarding meeting a variety of customer demand and availability, efficiency and effectiveness in carrying inventory, and increased logistics flexibility. It builds upon the well-established supply chain principle of postponement, and argues for the benefits associated with it in tackling certain logistics challenges. Classically, most of the scholarly contributions in logistics and supply chain management in relation to postponement and logistics flexibility deal with manufacturing firms. This thesis contributes to the current literature by studying the concepts in a retail context. It shows the contemporary application of postponement, and the potential benefits associated with it. It could serve as a hint for retail decision-makers on prioritizing certain logistics decisions regarding their desired performance.

The thesis aims to explore the application of postponement and logistics flexibility in retailing, and to investigate the resulting firm performance. It consists of a cover and a compilation of six articles, which serve to address three research questions. The thesis has a mixed methods design and consists of two empirical strands. The first two articles report two individually carried out systematic literature reviews on postponement and logistics flexibility, which serve as building blocks for the empirical strands. The first Strand, which consists of two empirical articles, includes qualitative case studies dealing with exploring how postponement is applied in retailing, seeking connections to logistics flexibility. Qualitative data is collected via a myriad of sources and tools. In Paper 3, data is collected on Media Markt, Jysk, and Lidl via interviews, and site visits, as well as from secondary sources on other supply chain actors, including service providers and product suppliers. Paper 4, explores a manifestation of postponement – customization – in upscale bicycle retailing in the nexus of retailers and consumers. It is built on qualitative data collected via interviews and netnography. The second Strand consists of two quantitative articles based on a cross-sectional survey of retailers in Sweden. Paper 5, which is of exploratory nature, deals with simplifying the complexities associated with logistics practices of retailers, and intends to provide a taxonomy of logistics configurations resulting from postponement and logistics flexibility. It also studies the performance differences of the identified groups of retailers. Finally, Paper 6 uses Structural Equation Modelling to explain the impact of postponement on logistics flexibility and well as that of the latter on firm performance. Also, the logistics flexibility-performance relationship is examined in the presence of uncertainty contingencies and logistics integration. Papers 5 and 6 use both strategic and financial measures of performance from subjective self-reported, as well as objective secondary sources.

The results of the thesis show that postponement is gaining increased attention among scholars and practitioners. There is an expanding tendency towards involving other supply chain actors, including logistics service providers and especially consumers, in postponement activities. The case studies point to the different approaches to logistics flexibility and varied performance of retailers. The taxonomy study based on the configuration approach in Paper 5 is an attempt to tackle the complexity in understanding the logistics practices of retailers. Three groups of retailers were identified regarding their logistics configurations based on postponement and logistics flexibility, labeled as Rigid, Speculative, and Responsive. These groups were compared in relation to their financial and strategic performance, and it was shown that if speculation and logistics flexibility are high, then financial performance would be generally higher. If postponement and logistics flexibility are high, then strategic performance would be higher. Also, the thesis provides empirical support for the role of postponement in increased logistics flexibility in retailing. Also, higher logistics flexibility was proven to be associated with higher strategic firm performance. The impact of logistics flexibility on firm performance was shown to be moderated by uncertainty as well as by logistics integrations. As a result, performance is higher when both logistics flexibility and uncertainty are higher or lower. However, logistics integration proved to have contrasting positive and negative moderating roles when considering strategic and financial performance respectively, which could be traced back to the potentially high monetary engagement connected to logistics integration. 

Dynamic capabilities such as flexibility are considered influential in achieving superior performance, especially under uncertain circumstances. Among others, postponement is a well-established concept in operations and supply chain management (OSCM) and has been regarded as a key concept in managing supply and demand while increasing flexibility. This study investigates the effect of postponement on logistics flexibility, and that of the latter on retail firm performance. In addition, the moderating roles of logistics integration and demand uncertainty on these relationships are investigated. The study utilizes a quantitative survey and draws on a sample of 261 retailers in Sweden. Logistics flexibility proves to have a mediating role in the postponement–performance relationship. Furthermore, we provide support for the direct effect that postponement can have on logistics flexibility, and the subsequent effect of logistics flexibility on retail firm performance. We contribute by simultaneously studying postponement and logistics flexibility in the retailing context. We find conditional support for the moderating roles of logistics integration and demand uncertainty. The results show that for medium levels of uncertainty, the positive relationship between postponement and logistics flexibility, as well as logistics flexibility and firm performance, are intensified. From a practical standpoint, the findings underline that in the presence of high or low demand uncertainty, applying postponement may not always be beneficial in achieving logistics flexibility, and subsequently better performance. Moreover, if retailers prioritize logistics integration, they should not always expect superior performance gains from the flexibility benefits of postponement.

This article investigates the impact of postponement on logistics flexibility and how logistics flexibility effects performance in a retail setting. Drawing on a representative sample of retailers in Sweden, the paper considers postponement, logistics flexibility, and firm performance in one cohesive study. In addition, the moderating roles of logistics integration and environmental uncertainty on the relationship between logistics flexibility and firm performance were investigated. The results showed that in presence of higher uncertainty, the positive relationship between logistics flexibility and firm performance is intensified. Logistics integration, however, had a different moderating effect based on the type of firm performance measure. In case of strategic performance, logistics flexibility had a positive moderating effect on the relationship between logistics flexibility and firm performance. On the contrary, if financial performance was considered, this moderating effect was negative. The contribution of this study point to the possibility of investing in competencies such as postponement to achieve higher levels of logistics flexibility which, in turn, has a strong positive effect on their performance. Also, finding a fit between environmental contingencies or logistics integration and logistics flexibility focus in relation to performance is highlighted.

Purpose

This paper aims to examine the relationship between supply integration and firm performance by first, investigating the mediating effects of manufacturing flexibility and mass customization; and second, exploring the moderating role of innovation orientation on the link between internal capabilities and performance.

Design/methodology/approach

Resource orchestration and contingency theories are used to address the mediating and moderating effects. A cross-sectional data set on 242 Swedish manufacturers is used to test for the hypotheses using structural equation modeling.

Findings

The findings provide support for the mediating roles of manufacturing flexibility and mass customization in the relationship between supply integration and firm performance. However, the results point to contrasting contingent effects of innovation orientation. While innovation orientation positively moderates the association between mass customization and firm performance, it shows a negative impact on the link between flexibility and performance.

Research limitations/implications

The study contributes to the literature on the integrative activities with upstream supply chain actors. Specifically, the authors highlight how specific capability configurations comprising of supply integration, manufacturing flexibility and mass customization lead to firm performance. Moreover, the authors provide insights on the contingency role of innovation, especially if firms consider flexibility or customization capabilities.

Originality/value

While the individual impacts of flexibility and customization on performance have been addressed previously, there is a paucity of research on how these two capabilities are integrated with supply integration. Moreover, there is little known regarding the role of innovation orientation on these integrated relationships.

We investigate the link between supply chain (SC) flexibility and responsiveness. Our study contributes to the literature by examining how SC flexibility, as a multi-dimensional construct, affects customer responsiveness and if this relationship is moderated by the innovation orientation of a firm. Using data from 225 Swedish manufacturers, we test our proposed empirical model and find empirical support for the positive effects of the supply chain flexibility dimensions on customer responsiveness. In addition, we found support for the strengthening effect of innovation orientation on the link between internal flexibility and customer responsiveness. The empirical validation of the relationship between the multi-dimensional SC flexibility and customer responsiveness which is moderated by the innovation orientation is an original contribution to both theory and practice.

Purpose – The purpose of this paper is to explore how postponement is applied in retailing and how such application is connected to logistics flexibility.

Design/methodology/approach – An overview of the established typological classifications of postponement and logistics flexibility is presented followed by empirical results from three case studies of retailers of electronics, furniture, and grocery in Sweden. The study relies on primary qualitative data gathered on the retailers as well as secondary material on some suppliers including logistics providers for further insight.

Findings – The results of the study show that retailers have different practices when it comes to postponement and speculation; however, there is a growing tendency toward postponement among retailers by exploring new means of applying postponement. The results reveal that retailers that have higher application of postponement seem to be more flexible in their logistics operations.

Research limitations/implications – The paper provides direction for further empirical research of the topic, by indicating the application of postponement is not constrained to the point of purchase and could be extended by involving consumers as well as capitalizing on suppliers’ competences and capabilities. Especially, sales services, software, and upgrades could provide opportunity for further expanding the concept.

Originality/value – The paper contributes to the existing literature on logistics practices of postponement and speculation, as well as logistics flexibility by focussing on retail firms in Sweden. Most of the prior scholarly work on postponement and flexibility is on the manufacturing context.

The purpose of this paper is to explore the process of customization by investigating how retailers and consumers interact in bicycle retailing. The paper focuses on three high-end bicycle retailers. Building on qualitative data gathered through interviews and netnography, this study takes both retailers’ and consumers’ processes into account. The results show that retailers capitalize on external and internal opportunities for co-creation, including new technologies, production and distribution innovations, and social media. Retailers’ planning for co-creation plays a significant role in providing a unique shopping experience for consumers. This includes supply chain solutions such as effective inventory and warehousing systems, partnerships and outsourcing, tracking, and postponement, which facilitate simplicity. Retailers rely on feedback from consumers to improve their planning and implementation processes. In terms of consumer processes, several emotions are evident, including the sense of standing-out and self-esteem, fun and coolness, creativity and imagination, and most importantly, the possibility of reflecting one’s personality in self-designed bikes. Systems that are easy to interact with, such as interactive online configurators, contribute to consumers’ cognitive processes. Loyalty and positive word-of-mouth turns out to be a common manifestation of the behavior associated with such co-creation processes. We also reflect on how, by what means, and why consumers and retailers engage in co-creation through customization, mainly pertaining to learning and innovation. Our results also point to various possible outcomes from such processes for consumer and retailers; including expressing ones personality and individuality for consumers, and providing product variety efficiently, and boosting brand image for retailers.

Purpose – The purpose of this paper is to critically evaluate whether or not greening efforts are dependent on a higher level company-wide sustainability strategy to be carried out and whether or not greening efforts lead to any changes in logistics effectiveness and logistics efficiency.

Design/methodology/approach – The paper is based on empirical data collected via a survey sent to logistics managers and transport purchasers at Nordic multinationals. The results were analysed using structural equation model as to validate the anticipated relationships between the designed constructs.

Findings – Within this research, the authors have tried to validate the existence of relationships between a company's sustainability strategy, its transportation greening efforts and logistics performance.

Research limitations/implications – The paper investigates the possible effect the sustainability strategy of the firm will have on its decision to green its transportation, and the possible effect these measures will have on logistics efficiency and effectiveness. The empirical data gathered for this research are regionally restricted to the Nordic region. Further research could empirically test these relationships with empirical data from other countries or industries, perhaps using other performance constructs, to see if the results hold true.

Practical implications – It is shown that companies with a sustainability strategy are focusing on greening their transportation both from purchasing and operations perspectives to improve their entire environmental performance. The results from this paper fail to support the assumption that company-wide sustainability strategies are imperative for supply chain greening.

Originality/value – The paper is among the first attempts in analysing the relationships between a company's sustainable strategy and its logistics performance through greening the transportation activities.

Purpose

In light of the recent dynamics, this paper aims to explore the last mile (LM) of e-commerce retailers. Two research questions are developed (1) What firm characteristics are critical in LM practices? and (2) How do LM practices differ based on the identified critical firm characteristics?

Design/methodology/approach

Data were collected via 10 interviews with e-commerce executives, as well as a survey on 200 e-commerce firms in different retail sectors in Sweden.

Findings

“Firm Size” and “Sales Channel-Mix” appear to be the top critical firm characteristics in LM practices. While last mile delivery (LMDe) was found to vary more based on sales channel mix than firm size, the opposite occurs for last mile back-end fulfilment (LMBF). Moreover, last mile consumer steering (LMCS) was found to vary only with sales channel-mix. Unexpectedly, primarily store-based retailers capitalize on their stores while offering competitive remote services; they hence compete indirectly with their existing store network.

Originality/value

While most prior work has focused on LMBF and LMDe for strategizing, the consumer-steering aspect seems to have been a missing link. This study develops an integrated framework for LM strategy planning, incorporating LMCS, LMBF and LMDe. New aspects such as the environment, specialization and inventory management are included. The findings provide insights for executives when strategizing, undertaking competition analysis and positioning the firm.

Purpose The purpose is to explore how the configurations resulting from the interplay of last mile logistics practices and firm characteristics are associated with firm performance in an omni-channel context. Design/methodology/approach Drawing on configuration theory (CT), the authors use fuzzy-set qualitative comparative analysis (fsQCA) to analyze data on 72 Swedish omni-channel retailers. Findings Four configurations are identified—store-oriented small and medium-sized enterprises (SME's), online-oriented SME's, large store-oriented retailers and large online-oriented retailers. The results show that while offering a wide range of delivery options is necessary to achieve high performance, it is not sufficient, and that returns and fulfilment should be simultaneously considered. For instance, large high-performers leverage their stores and warehouses for fulfilment and returns in an integrated way irrespective of sales channel-mix. However, SME's appear to focus on fulfilment simplicity with less-costly delivery alternatives, where store-oriented SME's leverage stores and the online-oriented counterparts leverage warehouses. Consequently, the authors develop a configurational taxonomy and discuss a set of recipes which provide insights for researchers and practitioners. Research limitations/implications The study provides a more comprehensive understanding of the pathways to success, and potential pitfalls, in the last mile logistics context. Originality/value This study applies a novel methodology in the field, namely fsQCA, to explore the paths to competitive advantage. It covers a wide range of stages in the LM including back-end fulfilment, delivery and returns. It also provides insight into the logistics practices of both SME's and large omni-channel retailers.

Purpose

The purpose of this paper is to review existing research on retail supply chain responsiveness, develop categories to be included in a retail-specific responsiveness framework, and identify future research areas within the scope of retail supply chain responsiveness.

Design/methodology/approach

This paper presents an inductive systematic literature review of 46 academic, peer-reviewed articles. Based around the two major review questions on retailers’ role in the creation of supply chain responsiveness and future research areas, an inductive, qualitative, content analysis was conducted. Further analysis was conducted by using the software NVivo 11.

Findings

Existing research are grouped into a framework of four categories that together span the existing research. The categories are labelled supply chain orchestration, market orientation, supply chain operations and supply management. Two to three subthemes in each category are presented. Thereafter, promising future research areas are outlined, covering methodological issues, theoretical underpinnings, inclusion of context variables and outcomes of retail supply chain responsiveness.

Research limitations/implications

The conducted systematic literature review has been limited to academic, peer-reviewed articles.

Practical implications

The findings of the paper constitute a promising initial step towards a retail-specific framework on retail supply chain responsiveness.

Originality/value

The paper questions the comprehensiveness of established models in responsiveness, and argues that existing “general” literature on supply chain responsiveness gives little guidance and structure to retailers’ specific role and involvement in supply chain responsiveness. In particular, the paper focusses on the retailers’ role for creation of supply chain responsiveness, which has not previously been addressed in research.

This paper develops a robust stochastic optimization model for reverse logistics in closed-loop supply chains. By determining the optimal flow of products using a Chance Constrained Robust Stochastic Programming (CCRSP), it is highlighted how the number of plant openings is influenced by the changes in carbon credit price. To assess the model performance, a set of numerical experiments in different sizes are developed and conducted. The effectiveness of the results are then compared to a proposed Heuristic Hybrid Taguchi PSO (HTPSO) solution algorithm, which underlines the effectiveness of the model. A sensitivity analysis on the carbon emission rate is carried out which underlines the role of Carbon Tax Policy. Finally, a real-lifecase study within the automotive manufacturing industry is carried out by applying the developed robust stochastic model. From a practical standpoint, the model can potentially be employed to meet the carbon credits that are used for handling the different carbon prices and trade scenarios. Also, it provides insights on how tobetter manage uncertainties, as well as to reduce the overall emissions in supply chains.

This article addresses a design problem of a closed loop supply chain, including suppliers, manufacturers, distribution centers, customers, warehouse centers, return centers, and recycling centers. The problem entails three choices regarding recycling, namely, product recycling, and components recycling raw material recycling. Modeling this chain is carried out by accounting for environmental considerations, total profit optimization, and reduction of lost working days due to occupational accidents, we well as maximizing responsiveness to customer demand. In order to solve the model, genetic algorithm has been used and multiple scenarios with different aspects have been studied. Solving this model provides decisions regarding opening or closing of each of the components of the network and the optimal product flow among them. The results prove the feasibility of the presented model and the applicability of the developed solution methodology.