Seeking ambidexterity through hyperautomation: What next for GBA logistics in their evolution from local labour entrepreneurs to global players in logistics

Abstract

Based in the Northwest of England, GBA Logistics (GBA) is a global logistics provider focussing on the transportation of goods. Founded in 1987 as GBA Services, this family firm has transformed from being a provider of labour for local companies, to a major player within the national and international logistics sector, now ranking in the top 50 operators in the UK. Starting as a sole trader, GBA became a limited company in 2000 and now employs around 400 staff across 16 locations in the UK and Europe. Working in a highly competitive, dynamic environment, the company constantly faces the challenge of optimising its existing services whilst needing to explore new opportunities to meet the changing demands of its clients. Balancing these two opposing requirements is known as organisational ambidexterity. Part of GBA’s strategic response to this challenge, is to explore how it can employ advanced technologies such as artificial intelligence and robotic process automation to enhance its efficiency and effectiveness, whilst identifying novel ways to adapt to market conditions. The application of these emerging technologies to automate and optimise operations is known as hyperautomation. For GBA, striking a balance between offering standardisation versus a customised service to customers is increasingly crucial to its success. However, this family firm’s underlying culture of entrepreneurial spirit and adaptability together with its commitment to remain relevant and competitive in logistical services means it is keen to explore how it can exploit hyperautomation to achieve its aim of organisational ambidexterity.