Evangelos Sambracos and Irene Ramfou
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due to a decrease in transportation time Such costs are vehicle costs dependent on time (fuel,
maintenance, tires, vehicle taxes and insurance, depreciation), drivers and maintenance workers’
wages, necessary overheads (such as training and social security payments) and in some cases the
depreciation of goods while in transit (Odgaard et al. (2005). However, costs that are not directly
related to the transport itself, such as logistics or inventory costs are not considered in this approach,
therefore ignoring cost trade-offs that will ultimately affect the magnitude of the benefit.
Behavioral models on the other hand are used mainly for modelling passenger transport demand
and consider the decision maker as a consumer of transport services. The decision maker in charge of
the shipment faces a utility maximization problem, taking into consideration parameters such as the
cost and quality of the service for each mode and the uncertainty associated to choosing that mode. In
such models, the VFTTS constitutes the marginal rate of substitution between transport time and
transport cost and is given by the estimated coefficient for time divided by the cost coefficient (Feo-
Valero et al. 2011).
Inventory models are behavioral models that incorporate variables related to production, such as
shipment size and frequency of shipment, aiming at maximizing a profit function of the transport
consumer. Baumol and Vinod (1970) were the first to introduce the inventory theoretic approach that
considers the trade-off between inventory and transportation in an effort to minimize total logistics
cost, while maintaining the necessary level of customer service and considering demand and lead time
uncertainty. In this framework the value of time for the shippers has two components: the reduction of
inventory costs occurring during transportation and the reduction of the costs of holding inventories to
respond to unexpected change in the demand.
Data for disaggregated models can be obtained by means of revealed preference or stated
preference experiments (EU, 2015). In both cases, the final objective of the researcher is to discover
how the interviewee – shipper of consignee - values transport attributes. Several authors have provided
a review of studies on the valuation of freight transport time. Feo-Valero et al. (2011) has confirmed
the dominance of SP surveys and behavioral models and have showed a remarkable variation in the
values that transport users put on FTTS. Such differences were explained partly by the different
methods adopted to collect observations and partly by the influence exerted by contextual factors such
as the trip distance, the country where the study is developed, the per-capita GDP, the category of
transported goods and the transport unit used.
Revealed Preference surveys face practical limitations basically associated with the high survey
costs, the difficulties in collecting responses for new transport services, the ambiguity of the choice set
(Ortúzar and Willumsen, 2011). Stated Preference data share the problem of “hypothetical bias” that is
the deviation from real market evidence (Hensher, 2010). This may happen due to the dependence of
the results on the capability of the researcher to conduct the survey and also the possibility that the
answer may not reflect the behavior that the respondent would adopt in a real situation. Indeed, it is
difficult to identity the decision-maker or makers in a firm. While existing approaches assume that
there is a unitary decision-making process just like in passenger surveys, when it comes to companies
there are diverse actors involved in the transport process coming from the procurement, production,
inventory, marketing or distribution department of the firm. They do not have control or knowledge of
all decisions made throughout the firm’s supply chain, especially when it comes to future decisions.
Therefore, the results of these methods are ambiguous since the same information if interpreted and
processed by a different decision rule will yield different decisions and therefore results.
3 RESEARCH METHODOLOGY
3.1 Systems Dynamics
Dynamic complexity makes it difficult to assert the effect of FTTS on transport demanding
companies. System Dynamics is a computer-aided approach for analysing and solving complex
problems with a focus on policy analysis and design. Initially introduced as Industrial Dynamics, the
field developed from the work of Jay W. Forrester at the Massachusetts Institute of Technology
(Forrester 1958, 1961). Industrial Dynamics was defined as the study of the information feedback
characteristics of industrial activity to show how organizational structure, amplification (in policies),
and time delays (in decision and actions) interact to influence the success of the enterprise.
Systems are modelled using flow rates and accumulations linked by information feedback,
forming loops and involving delays and non-linear relationships. Computer simulation is then used in
order to infer the time evolutionary dynamics endogenously created by such system structures. The
purpose is twofold: firstly to learn about their modes of behaviour and secondly to design policies that
improve performance. The essential viewpoint taken by System Dynamics is that feedback and delay