Digital Transformation in Kuehne+Nagel: A Qualitative Analysis of How Kuehne+Nagel Create and Sustains a Competitive Advantage in the Digital Era

Abstract

Logistics companies are currently behind in digital transformation compared to other industries. Therefore, logistics companies must adapt their business models to use today’s technologies and learn to use each disruptive technology effectively, which pushes towards higher digital maturity. This study aims to understand the strategic processes involved in the digitalization of Kuehne+Nagel. This paper analyzes how Kuehne+Nagel create and sustains a competitive advantage within digitalization. To answer this question, the empirical data is collected via semi-structured expert interviews. The data analysis was conducted by the method developed by Gioia et al. (2012). An inductive approach is used whereby the resource-based view and VRIN provide the foundations for the exploratory research. The VRIN model offers the framework for analyzing and evaluating strategic resources and capabilities. The study finds that Kuehne+Nagel may further enhance its digitalization strategy by increasing data accuracy. As digital technologies improve, it is vital for Kuehne+Nagel to constantly enhance their digital solutions and engage with their consumers to understand their needs. This will help them develop a unique value offer for their customers. This thesis discusses LSPs in 2030, demonstrating that there is a future for either large corporations or small niche freight forwarders. However, there will be fewer forwarders in the middle group. It further discusses what skills Kuehne+Nagel and the industry look for in the future and that employees must have the right mindset when implementing a new digital strategy in a digital transformation.