Exploring real-time visibility transportation platform deployment

Background: Scholars have studied the determinants of visibility in the supply chain for years and, together with practitioners, agree that real-time visibility is beneficial to supply chain performance. However, expectations of supply chain professionals on supply chain visibility benefits do not meet reality. The purpose of this study is to explore determinants affecting real-time visibility in the transportation network where subcontracting predominates and understand the governance of digital of a platform for real-time visibility and its implications. Material and Methods: This study utilizes action research as a methodology for pragmatism to understand supply chain professionals' standpoint regarding the operationalization of real-time visibility. A complex network of fast-moving consumer good companies was chosen for research because there is a greater need for visibility, and visibility improvement is also more challenging. Results: The resources of freight forwarders and subcontractors, platform complementors are crucial for achieving real time visibility. Willingness to information sharing is impacted by the asymmetry of benefits and privacy concerns. Low saturation of company-owned smartphones and technological interfaces, IT systems amongst researched enterprises a platform deployment slowdowns. The governance mechanism does not address the asymmetry of costs and benefits amongst platform partners. Conclusions: This study is bridging the research-practice gaps in supply chain visibility. Future studies should analyze the role of tensions amongst the platform's partners from the paradox perspective. The in-depth analysis should focus on freight forwarders' strategies for building a competitive advantage to provide real-time visibility.