Commoditization. That’s a scary word and it’s an industry trend that many of us working in logistics services have recognized as a growing threat. So it’s both refreshing and comforting to discover in this new EFT white paper, How to Thrive in a World of Commoditized Logistics, that leading shippers and third-party logistics (3PL) providers are already stepping up to not only survive but to thrive in this new environment. The white paper is based on independent EFT research conducted earlier this year, a recent webinar featuring EFT, JDA Software and Kenco Innovation Labs, and a new survey of senior logistics executives. One thing is clear, innovation is emerging as a critical differentiator as both 3PLs and their customers move away from competition based on simply being the lowest cost provider.