Market Innovation in the Transport and Heavy Vehicle Market

The purpose is to better understand the interrelatedness of new business models in the truck market and developments in the road transport sector. Based on a three year research project in cooperation with a European heavy vehicle manufacturer, we describe short cases showing some of the business models in use and demonstrate changes and the relations between the markets trucking and transport.
New business models emerge both in the heavy vehicle and transportation markets, in complex ways involving multiple actors. The impetus for the models can come from several directions but the final impact must be negotiated and cannot be planned by a single actor. The paper considers the development of new business models and implications on the market from the point of view of the firms actually using the business models. This shows how different business models can co-exist and involve different types of rationalities.