Purpose
Although crowd logistics (CL) is a promising digital solution, its future development remains uncertain. This paper aims to suggest multiple possible futures of CL in terms of business relationships and value co-creation between manufacturers and digital platforms.
Design/methodology/approach
This paper offers a systemic and multistakeholder approach related to the field of strategic foresight, based on the scenario method. The scenarios construction involved 22 participants (practitioners, academic researchers and foresight experts).
Findings
Four scenarios emerged from the strategic foresight study. For each scenario, the configuration, diffusion and coordination of CL – as well as the balance of power between manufacturers, digital platforms and customers – are specified.
Research limitations/implications
The foresight analysis reveals not one certain future, but multiple potential business configurations and research avenues related to the development of CL.
Practical implications
The adopted multistakeholders perspective, including macro factors, regarding CL allows business-to-business (B2B) managers to rethink its potential. Managers can use the scenarios to consider multiple types of coordination with digital platforms and its implication for value co-creation.
Social implications
This paper provides insights into social changes that may constitute drivers and consequences of the development of CL and identifies two forms of coupling that may drive the development of CL: regulation–social transformation and technology–environment.
Originality/value
This research contributes to IMP research on B2B relationships in digital contexts, by showing that CL presents an opportunity for the co-creation of distribution value in a B2B environment.
