440 Innovation in Logistics from 1PL toward 10PL: Counting the numbers Zawiah Abdul Majid* 1, Mohd Farid Shamsudin 2 , Nor Aida Abdul Rahman 3 , Harlina Suzana Jaafar 4 , Mohammad Fakhrulnizam Mohammad 5 Mohamad Munzir Khairuddin 6 1,3,5,6 Universiti Kuala Lumpur Malaysian Institute of Aviation Technology (UniKL MIAT), Malaysia 2 . Universiti Kuala Lumpur Business School (UniKL Business School), Malaysia 4 Malaysia Institute of Transport (MITRANS), Universiti Teknologi MARA (UiTM), Selangor, Malaysia * Corresponding author: zawiah@unikl.edu.my Abstract. This paper illustrates the rational understanding by defining the services provided by 1PL or first party logistics service provider toward 10PL in the Supply Chain environment. In Malaysia, Innovation for the logistics industry is still lacking although efficient logistics is critical to the country’s trade competitiveness. Therefore, the need of innovation in LSP services offered to their customer is prerequisite for business sustainability. Hence, LSP need to improve performance in accelerating more cost-effective structure and profitability gained through technology investment. This paper addresses the categories of 1PL toward 10PL from their nature of logistics services. This clarification could assist stakeholders advancing in the logistics practices. Thus, this complexity could avoid miss-communication and maintaining good relationship in their business collaboration. This paper is a review from literature based on thesis, journal article, proceedings, conferences, reports, handbook and whichever related to the keywords and research area. The specific research on future LSP is dearth and more intensive research on innovation in logistics of LSPs are required. This paper outlines theoretical features of research stream on logistics innovation and evolution of 1PL to 10PL. The review is limited to article written in English and published in academic journal with related research area. In- future, this research should be facilitated by an empirical research in-particular a qualitative or quantitative method. Keywords: logistics service provider (LSP), innovation, supply chain, halal logistics, aviation management, malaysia 1. Introduction This paper illustrates the rational understanding by defining the services provided by 1PL or first party logistics service provider toward 10PL in the Supply Chain environment. In Malaysia, Innovation for the logistics industry is still lacking although efficient logistics is critical to the country’s trade competitiveness. [1]. The important of logistics management toward economy, trade facilitation, cost-saving in business and enhance productivity as highlighted in the Logistics & Trade Facilitation Masterplan 2015-2020 [2]. As viewed in this paper, the LSPs organizational entities core business is the logistics services which innovation is required for business sustainability. Therefore, the definition of innovation should be carefully understood namely “innovation in logistics”, “logistical innovation”, and “logistics innovation”. In the LSPs organization, the innovation in logistics could happen through logistics operation or in others activities along the process[3]. LSP need to be innovative looking into continuous improvement facing challenges and increasing competitive pressure. Innovation in logistics is implementation of best practices to reduce cost and enhance productivity. LSP commitment are crucial in managing the flow of product /services or good in the complexity of the supply chain network. The objective of innovation from a logistics perspective is to concentrate on total customers satisfaction by rendering high productivity and lowering the operating cost. The level of innovation could be relatively in the aspects of non-technological and technological. With the era of industry 4.0, innovation in new production methods and new product are highly