In the last decade, the cruise sector operates in a dynamic and highly competitive environment requiring more flexible and resilient organizations. With the Fourth Industrial Revolution, many companies in the cruise sector recognize the importance of innovative digital technologies for their business. Digital Supply Chain describes an organizational change process leading to the application and implementation of digital technology in order to achieve effective and efficient flows of products, services and information, to provide maximum value to the customer. This study explores the potential of cloud-based B2B integration brokerage solution in order to improve efficiency and collaboration in extended enterprise processes, by enabling a multiformat and multi-protocol data exchange management. The paper uses primary data obtained through in-depth semi-structured interview with an executive staff from a cruise company operating in the Mediterranean region. Research findings unveil the strategy of a cruise company’s supply chain and the operational performance with the use of digital technologies.
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