Inherent paradoxes in the shift to autonomous solutions provision: a multilevel investigation of the shipping industry

Transforming a traditional industry by adopting autonomous solutions is complex, generating paradoxical tensions on multiple aggregate levels. We undertake an in-depth case study of a leading maritime autonomous solutions provider and its ecosystem partners. We apply the paradox lens using thematic analysis. Our research contributes to the digital servitization literature by identifying six paradoxes inherent in the shift to autonomous solutions, nested in the micro, meso, and macro levels. We develop a multilevel framework of organizational paradoxes, delineating cascading effects of paradoxes across levels. We offer valuable insights for providers to integrate multilevel perspectives into the shift to autonomous solutions.