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Considering Supply Chain 4.0 in the Last Mile Context: A Consumer Delivery Service Choice Model

Sat, November 18, 10:00 to 11:30am, Atlanta Marriott Marquis, Floor: International Level, International Salon 9


The Supply Chain 4.0 (SC 4.0) concept encompasses disruptive supply chain technologies and practices that will radically change how competitive advantage is earned. The last-mile delivery context is no exception. To take advantage of these technologies, e-commerce retailers must determine how SC 4.0 technology configurations can be optimized to deliver the most utility for consumers. Using demand-side theorizing, we develop a choice model to determine which SC 4.0 technology-enabled delivery service attributes and levels consumers prefer. Our findings provide important contributions to both theory and practice.