Adoption drivers and barriers of digital freight transport platforms—An intermodal case study

Abstract Increasing environmental pressure urges firms to decarbonize their supply chains by reducing emissions caused by freight transport. This puts intermodal freight transport (IFT) on the agenda. IFT combines the ecological advantages of rail transport with the flexibility of road transport. However, it increases supply chain complexity by creating additional interfaces between the actors involved. This hampers efficiency and calls for automation through digital platforms. By contextualizing the Technology-Organization-Environment (TOE) framework and applying a multiple-case study approach, we aim to investigate why users opt for or against adopting IFT platforms and how adoption can be fostered. Among 30 adoption factors identified, we find that sellers of IFT services fear increased market transparency and interface standardization through platforms, while demanders of IFT services favor these attributes. We contribute to the extant literature by providing a nuanced understanding of the underlying decision rationales from the perspectives of platform users and providers and derive nine levers suitable to increase platform adoption and, hence, supply chain automation.