Implementation of a WMS through a value co-creation lens : A Qualitative Study Of Valueco-Creation From A Company Perspective

Abstract: Background: Today most companies strive to offer logistics services in a highly competitive market. In the ecommerce sector a WMS is a crucial element since these systems can handle different amounts of volumes. Implementing such a system can contribute positively to the value creation. By focusing more on value co-creation rather than the value exchanged, companies can create more effective supply chains that benefit all actors involved. Purpose: The study’s purpose is conducted in partnership with Extenda Retail. The aim is to explore the implementation of a warehouse management system (WMS) from a value co-creation perspective. Based on the purpose two research questions have been formulated: What are the challenges associated with implementing a WMS? Which resources enrich value co-creation in the process of a WMS implementation according to a company's perspective? Method: The study is of a case study with Extenda Retail, and the method of data collection was semi-structured interviews, and document analysis. Results and Analysis: Value co-creation has always been a theory of discussion, with many actors and resources involved. The results emphasized knowledge, skills, customer involvement, user training and testing are factors that both contribute and challenge the value co-creation process. Conclusion: The findings show that applying a value co-creation lens has a significant role in effective warehouse management. Where resources from both company and customers are vital for the success of value co-creation. For example customer involvement, as in feedback, and request. Along with knowledge, and skills to manage a WMS, in the form of user training will ensure that the value of the product may be realized. The challenges identified for the study are as follows, balancing cost and quality, unmotivated customers, misinformation, changes and additions made to the scope. Future research: As our study is mainly focused from a company perspective, we suggest investigating the customer’s perspective and their experiences regarding resources integration, value co-creation and their interactions with their supplier.