63

The arrival of a new transport service on the market can impact the relationships previously established in the supply chain. Thus, the interdependencies existing in the adopting social system count. In this article, we explore the process of consensus generation around a multimodal transport service in a complex social system through an in-depth case study enriched by 16 interviews. Findings reveal that the collective adoption of an innovation in an inter-organizational system surrounded by interdependencies requires adaptation or its co-creation upon a mutual consensus.