Intention to Use Collaborative Transportation Among SMEs: An Exploratory Investigation of the Wine Industry

Abstract

Collaboration is a vital strategy for SMEs and research in the field has investigated a variety of pathways for collaborating. However, little of this research has explored collaborative transportation, which is surprising, given that transportation is the largest logistics cost item and one of the top challenges faced by SMEs. To advance the literature on SME collaboration, this study examines SMEs and the intention to use collaborative transportation solutions. We do so by taking a qualitative approach, based on the theory of planned behaviour, one of the most important models for predicting human intention. Relying on a sample of 15 SME wine producers in Western Australia, we find that the marginal benefits of collaborative transportation outweigh disadvantages, but only in the context of economic rather than social benefits. Participants also acknowledged that their intention to use was influenced by various internal and external stakeholders—but only by stakeholders who appear to demonstrate structural and institutional power. Lastly, the participants perceived a degree of locus of control over use, but only when external parties are either willing to provide a solution or are significantly involved in the provision and management. Our findings have both theoretical and practical implications.