Purpose: The logistics sector faces a worldwide shortage of skilled personnel. Gamification represents a new approach to attract people's interest by applying game elements in a non-game context. In our study, we develop a theoretical framework to improve the image of the logistics sector using...

Our paper is based on the qualitative content analysis (Gläser/Laudel 2010) of expert interviews with IT managers in German speaking countries. Drawing also from organisational development processes we have been carrying out, we analyse how the tension between the service function of IT as...