Servitization strategies in road freight transport: Is it a viable option for decarbonization?

<b>Purpose</b><br></br> This study explores the role of service business models for enabling energy transitions in road freight transport. First, we analyse the servitization strategies that support the transition to the use of zero emission vehicles for accelerating decarbonisation activities in road freight transport. Servitization strategies and their adoption by the road freight industry are analysed based on a multi-stakeholder relationship between the buyer (i.e. logistics service providers)-supplier (i.e. truck manufacturers, service companies, and retrofitting companies). Next, we explore the required capabilities and resources for buyers and suppliers to be able to create innovation ecosystems and viable product service systems. <br></br><br></br> <b>Design/methodology/approach</b><br></br> This study is a conceptual study which is based on a structured literature review. The secondary data comes from the review of academic literature (i.e. peer-reviewed articles, books, and book chapters) that focus on servitization, innovation ecosystems, dynamic capabilities, and decarbonisation in road transport and logistics. We use thematic analysis to identify themes and patterns that corresponds to our research query. Dynamic Capabilities View lays the foundation for our analysis. <br></br><br></br> <b>Findings</b><br></br> The review of the publications is still in progress. As a results of the data analysis, a conceptual model will be proposed. This model aims to clarify building blocks of service business models for decarbonizing road freight transport. The framework will also show resources and capabilities that are needed to constitute an innovation ecosystem that goes beyond a classical view of a multi-stakeholder relationship. <br></br><br></br> <b>Research limitations/implications </b><br></br> As with all systematic literature reviews, this study is subject to several limitations. The review includes only published, peer-reviewed literature, which may overlook relevant insights from grey literature, working papers, or non-English sources. Despite a comprehensive search strategy, relevant articles may have been missed due to database coverage, choice of keywords, or inclusion/exclusion criteria. The findings may not be generalisable across all contexts, sectors, or geographic regions, especially if the existing literature is skewed toward specific industries or countries.<br></br><br></br> <b>Originality/value</b><br></br> Road freight transport has been under increasing financial, environmental, and regulatory pressure to decarbonise operations. The transition from fossil fuel-powered vehicles to low and zero-emission alternatives, such as battery-electric and hydrogen fuel cell trucks, has gained momentum over the past decade. This transition has catalysed the transformation of business models among key actors, including truck manufacturers, technology companies (e.g. battery-as-a-service providers), and logistics service providers.)