This was the response from 76% of those surveyed, made up of directors and senior managers from retailers, manufacturers, logistics firms and technology providers.
Technology providers were cited as the main drivers of change (86% of respondents), followed by retailers (71%).
John Perry, managing director of SCALA, said: “The findings of our survey have shown divided opinions about who is driving change in the supply chain sector.
“If Jeff Bezos [Amazon boss] believes it’s Amazon’s role to innovate – not the job of the consumer – and that Amazon focuses on enhancing and developing new consumer experiences, then it’s not the consumers driving requirements, it’s the new businesses. The ‘disrupters’ are driving the new world, and everyone else is having to follow the new expectations set.”