- Strategic alignment
The logistics sector is extremely cost driven with limited possibilities to differentiate. This is
due in particular to the limited internal technology development and to the limited effects of
traditional marketing on industrial markets with little information asymmetries (often, shippers
used to operate directly their logistics operations) (Colin). Even the development of E-commerce8 has not enabled companies to really differentiate. Accordingly, IT focused on cost
leadership may be in the long run more profitable.