Horizontal Logistics Collaboration in Greek Retail: A Stage-Wise Approach to Supply Chain Innovation

Abstract Horizontal logistics collaboration enables suppliers and retailers to streamline distribution networks, reduce transportation inefficiencies, and improve shared logistics operations. However, organizations still struggle to capture its full value, and successful cases remain rare. Drawing on the innovation management, this study applies a data-informed innovation process to generate and evaluate horizontal logistics collaborative schemes within the Greek retail sector. Involving nine multinational suppliers and two retailers in the fast-moving consumer goods sector in Greece over a 3 year project, this study highlights the need for a systematic analytically supported approach to logistics innovation. It proposes a stage-wise innovation approach as a “blueprint” for identifying and advancing the most promising collaborative schemes to implementation. By integrating insights from innovation management and logistics collaboration and by highlighting the specific conditions of the Greek logistics landscape, it offers a fresh perspective on approaching the traditional challenges and barriers of horizontal logistics collaboration. This flexibility ensures that collaborative models can be adjusted as business environments change, promoting sustainability.