Strategic positioning of logistics service providers

Abstract

This paper gives an overview of strategic positioning models for logistics service providers (LSPs) and presents empirical findings on the strategic positions of logistics companies in Finland. The goal of the research is to learn how LSPs position themselves along selected key dimensions of strategy, using positioning models that represent two major streams of strategy and service research. The investigation is based on a theoretical review of strategic positioning models and on empirical studies with 17 logistics companies operating in Finland. A generalist strategy appears to be popular among the LSPs. However, the competence-based strategies of the LSPs show some signs that positional differentiation may be increasing gradually.

Keywords:

• logistics
• third-party logistics
• strategy
• positioning
• service