Edinburgh Napier University

  The emerging platform economy is transforming industries, and thus also the freight logistics industry. In particular, industry platforms based on blockchain technology that process business-to-business (B2B) transactions offer enormous potential for enhancing efficiency in the maritime supply chain network. This results in completely new requirements for service and software-oriented technology companies with regard to the development and the operation of these industry platforms. But to what extent are the existing business model frameworks suitable to support platform providers in their business model transformation and what are the essential success factors?

This thesis is concerned with developing a framework based on the principles of platform business modelling for enhancing the efficiency of freight logistics in the maritime supply chain. Following a research design based on the criteria of a case study, 15 interviews were conducted with experts from a global information technology company and the maritime industry – four of them in a validation phase. In a multi-layered approach, generative causal factors underpinning the platform business model transformation were identified and presented with their interdependencies in an explanatory model. Although several mechanisms were active, the findings of the data analysis emphasise explicitly the causal capacity of the cross-sector partnership mechanism and the governance mechanism. As a result, a new platform business model framework - the "4/9 Platform Business Model Canvas" (4/9 PBM-C) - has been developed, which represents an evolution of the established business model frameworks for the emerging industry platform business. The usefulness and applicability were tested by deriving an action plan that could enable executives to develop a platform business model - with the aim of increasing efficiency in maritime freight logistics.

The results of this study have broader practical implications, as the “4/9 Platform Business Model Canvas” and the recommendations for action can also be adapted to the industry-specific platform requirements of other industries.