The dynamics of diffusion of an electronic platform supporting City Logistics services

Giulio Mangano (), Giovanni Zenezini (), Anna Corinna Cagliano () and Alberto De Marco ()
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Giulio Mangano: Politecnico di Torino
Giovanni Zenezini: Politecnico di Torino
Anna Corinna Cagliano: Politecnico di Torino
Alberto De Marco: Politecnico di Torino

Operations Management Research, 2019, vol. 12, issue 3, No 6, 182-198

Abstract: Abstract The concept of City Logistics (CL) has emerged to reduce social, economic, and environmental impacts of last-mile freight distribution in urban areas. The case of an innovative ICT platform for CL management is presented here, together with a System Dynamics model developed to explore the dynamics of diffusion of such initiative by three populations of users, namely, municipalities, own-account carriers, and logistics service providers. The model structure and parameters are shaped on diffusion models available in literature as well as participatory focus group sessions with the stakeholders. In particular, during the focus group sessions, the stakeholders used the Business Model Canvas building blocks to identify the value propositions delivered by the platform. Results show that routing efficiency, incentives to private operators for sustainable behaviours, and advertising campaigns to stimulate the cross-side effect among the stakeholders can stimulate the diffusion of this service. These results highlight a strong demand expressed by the CL stakeholders for ICT services supporting more efficient urban logistics operations, although it also confirms the need for public support for their diffusion.

Keywords: System Dynamics; City Logistics; Simulation modelling; Technology adoption; Multi-stakeholder platforms (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/s12063-019-00147-7

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