Evaluating competitiveness through sensing, seizing and reconfiguring processes of Industry 4.0 adoption: the case of Vietnam’s shipping industry

Purpose The purpose of this research was to elucidate the adoption of Industry 4.0 (I4.0) within the shipping industry in Vietnam, where this industry plays a central role in trade and economic development. Aligned with this focus, the opportunities and challenges of I4.0 uptake, together with how companies are capitalising on its adoption, and how they evolve within the I4.0 environment were examined. Design/methodology/approach The study was based on semi-structured, open-ended, face-to-face and online interviews with 15 shipping company managers/directors. To assess the interview data, the study employed qualitative content analysis and data structure. Findings Regarding opportunities, I4.0 was mainly perceived as a channel to transform into a global virtual and productive office, increasing automation and affording seamless transactions, while staff’s limited digital capabilities and cybersecurity risks were key challenges. Increased alignment with contemporary developments in the shipping industry represented a fundamental demonstration of maximising I4.0’s potential, and achieving readiness for companies’ human resources to aim for global competitiveness was a primary form of evolution. Overall, the qualitative analysis helped craft 11 conceptual dimensions and develop a conceptual model. Originality/value This study is original and valuable, primarily in revealing conceptual dimensions that helped elucidate how shipping industry stakeholders perceived I4.0 uptake, with profound practitioner and conceptual implications. Regarding the evolution of I4.0, the importance of diversification, being customer-centric or building talent internally can inform practitioners of avenues companies should consider in their evolutionary path. The proposed framework provides conceptual directions to guide future investigations and theoretical development.