DOI: https://doi.org/10.32515/2663-1636.2025.13(46).1.166-178
Integration of a Complex of Marketing Innovations into Logistics Networks of Cargo Transportation Chains
About the Authors
Ruslana Zhovnovach, Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Economic Theory, Marketing and Economic Cybernetics, of the Department of Economic Theory, Marketing and Economic Cybernetics, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/0000-0001-6758-3421, e-mail: ruslanaz1977@gmail.com
Serhiy Romanchuk, Associate Professor, PhD in Economics (Candidate of Economic Sciences), Associate Professor of the Department of Marketing and Economic Theory, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/ 0000-0002-0204-6059, е-mail: licinio@ukr.net
Maryna Kravchenko, Associate Professor, PhD in Economics (Candidate of Economic Sciences), Associate Professor of Transport Management and Logistics, State Higher Educational Institution «Priazovskyiy State Technical University», Dnipro, Ukraine, ORCID: http://orcid.org/0000-0003-2185-178X, e-mail: kravchenko.maryna@gmail.com
Abstract
The peculiarities of integrating a complex of marketing innovations in the conditions of creation and operation of logistics networks of cargo transportation chains, their comprehensive improvement to ensure sustainable development and increase the competitive advantages of innovatively active companies in the freight transportation market in the context of rapid changes in the market are investigated. The specifics of innovative products and services in the transport industry and their importance for the effective functioning of logistics networks have been studied, the analysis of the impact of innovations on transport companies and their competitiveness in interaction with partners in supply chains have been analysed.
The peculiarities of the use of marketing tools that ensure the effective promotion and distribution of innovative solutions in the transport sector, considering the specific requirements of integration with other participants in the network of transportation chains, are revealed. The specific features of the functioning of business entities as potential users of the complex of marketing innovations, which are integrated into the logistics networks of chains of physical movement of goods on the example of the transport industry, are studied in detail. The configuration of the system of measures to create an effective logistics network of transport transportation is proposed to be carried out based on a combination of the features of marketing innovations as an element of incoming digital Internet marketing and a clear distinction between the functions and economic interests of market participants, users of transport carriers' services in the context of the functioning of the digital economy.
Recommendations have been formed for the integration and further adaptation of marketing innovations to the realities of using transport in the context of constant renewal of logistics networks of cargo transportation chains. The key to success on the way to solving a specific problem of publication is a clear adherence to the principles of inbound marketing, qualified support of the stages of management of the processes of purchasing innovative products, and the vector of customer-oriented activity. As a result, the author's vision of the prospects for the introduction of marketing innovations in the field of freight transportation is determined, the successful integration of which opens large-scale opportunities for a significant increase in the efficiency of transport systems, increasing the competitiveness of companies and creating sustainable supply chains, which in its complex provides better satisfaction of the needs of customers of transport services.
Keywords
marketing, innovation marketing, logistics networks, integrated cargo transportation chains, digitalization
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References
1. Vasylevskyi, M., Bilyk, I., Deineha, O., Dovba, M., Kostiuk, O., Krykavs’kyi E., et al. (2008). Economics of logistics systems. Lviv: Lvivska Politekhnika [In Ukrainian].
2. Pokhylchenko, O.A. (2019). Logistics and Supply Chain Management trends in the projection of transformational changes of Industry 4.0. Intelekt XXI, 3, 149-154 URL: http://www.intellect21.nuft.org.ua/journal/2019/ 2019_3/26.pdf [In Ukrainian].
3. Chukhrai, N.I., & Hirna, O.B. (2007). Supply chain formation: issues of theory and practice. Lviv: Intelekt-Zakhid [In Ukrainian].
4. Annosi, M.C., & Foss, N.J. (2020). Artificial Intelligence in Business: From Research and Innovation to Market Deployment. Procedia Computer Science, 167(1), 2200-2210. [In English]. https://doi.org/10.1016/j.procs.2020.03.272 .
5. Gürpinar, T. (2023). Blockchain-Technologie im Supply Chain Management unter Berücksichtigung wirtschaftlicher Potenziale. Dortmund [In German].
6. Koether, R. (Hrsg.). (2011). Taschenbuch der Logistik. Fachbuchverlag Leipzig: Karl Hanser Verlag [In German].
7. Lambert, D.M., Stock, J.R., & Ellram, L.M. (1997). Fundamental of Logistics Management. Irwin Professional Publishing [In English].
8. Martin, Ch. (2016). Logistics & Supply Chain Management. FT Publishing International [In English].
9. Schönsleben, P. (2024). Handbuch Integrales Logistikmanagement. Operations und Supply Chain Management innerhalb des Unternehmens und unternehmensübergreifend. Berlin: Springer Vieweg [In German].
10. Sinha, S. (2024). Blockchain for Enhancing IoT Privacy and Security. International Journal of Innovative Research in Computer Science & Technology, 12(2), 106-110. [In English]. https://doi.org/10.55524/ijircst.2024.12.2.18.
11. Varenkamp, R., & Kotzab, H. (2012). Logistik. Management und Strategien. München: Oldenburg Verlag [In German].
12. Wang, M., Wu, Y., Chen, B., & Evans, M. (2021). Blockchain and Supply Chain Management: A New Paradigm for Supply Chain Integration and Collaboration. OSCM Publications, 14, 1. [In English]. https://doi.org/10.31387/ oscm0440290 .
Citations
1. Економіка логістичних систем / М. Василевський, І. Білик, О. Дейнега, М. Довба, О. Костюк, Є. Крикавський та ін. Львів: Видавництво НУ “Львівська політехніка”, 2008. 596 с.
2. Похильченко О.А. Тренди логістики та Supply Chain Management в проекції трансформаційних змін Industry 4.0. Інтелект ХХІ. 2019. № 3. С. 149-154. URL: http://www.intellect21.nuft.org.ua/journal/2019/ 2019_3/26.pdf (дата звернення 21.01.2025).
3. Чухрай Н.І., Гірна О.Б. Формування ланцюга поставок: питання теорії та практики. Львів: Інтелект-Захід, 2007. 232 с.
4. Annosi M.C., Foss N.J. Artificial Intelligence in Business: From Research and Innovation to Market Deployment. Procedia Computer Science. 2020. № 167(1). P. 2200-2210. DOI: https://doi.org/10.1016/j.procs.2020.03.272.
5. Gürpinar T. Blockchain-Technologie im Supply Chain Management unter Berücksichtigung wirtschaftlicher Potenziale. Dortmund. 2023. 247 s.
6. Koether, R. (Hrsg.). Taschenbuch der Logistik. Fachbuchverlag Leipzig: Karl Hanser Verlag. 2011. 614 s.
7. Lambert D.M., Stock J.R., Ellram L.M. Fundamental of Logistics Management. Irwin Professional Publishing. 1997. 611 p.
8. Martin Ch. Logistics & Supply Chain Management. 5th edition. FT Publishing International. 2016. 328 p.
9. Schönsleben P. Handbuch Integrales Logistikmanagement. Operations und Supply Chain Management innerhalb des Unternehmens und unternehmensübergreifend. 9. Aufl. Berlin: Springer Vieweg. 2024. 876 p.
10. Sinha S. Blockchain for Enhancing IoT Privacy and Security. International Journal of Innovative Research in Computer Science & Technology. 2024. № 12(2). P. 106-110. DOI: https://doi.org/10.55524/ijircst.2024.12.2.18.
11. Varenkamp R., Kotzab H. Logistik. Management und Strategien. München: Oldenburg Verlag, 2012. 486 s.
12. Wang M., Wu Y., Chen B., Evans M. Blockchain and Supply Chain Management: A New Paradigm for Supply Chain Integration and Collaboration. OSCM Publications. 2021. Volume 14. Issue 1. DOI: https://doi.org/10.31387/ oscm0440290.
Copyright (c) 2025 Ruslana Zhovnovach, Serhiy Romanchuk, Maryna Kravchenko
Integration of a Complex of Marketing Innovations into Logistics Networks of Cargo Transportation Chains
About the Authors
Ruslana Zhovnovach, Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Economic Theory, Marketing and Economic Cybernetics, of the Department of Economic Theory, Marketing and Economic Cybernetics, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/0000-0001-6758-3421, e-mail: ruslanaz1977@gmail.com
Serhiy Romanchuk, Associate Professor, PhD in Economics (Candidate of Economic Sciences), Associate Professor of the Department of Marketing and Economic Theory, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine, ORCID: https://orcid.org/ 0000-0002-0204-6059, е-mail: licinio@ukr.net
Maryna Kravchenko, Associate Professor, PhD in Economics (Candidate of Economic Sciences), Associate Professor of Transport Management and Logistics, State Higher Educational Institution «Priazovskyiy State Technical University», Dnipro, Ukraine, ORCID: http://orcid.org/0000-0003-2185-178X, e-mail: kravchenko.maryna@gmail.com
Abstract
Keywords
Full Text:
PDFReferences
1. Vasylevskyi, M., Bilyk, I., Deineha, O., Dovba, M., Kostiuk, O., Krykavs’kyi E., et al. (2008). Economics of logistics systems. Lviv: Lvivska Politekhnika [In Ukrainian].
2. Pokhylchenko, O.A. (2019). Logistics and Supply Chain Management trends in the projection of transformational changes of Industry 4.0. Intelekt XXI, 3, 149-154 URL: http://www.intellect21.nuft.org.ua/journal/2019/ 2019_3/26.pdf [In Ukrainian].
3. Chukhrai, N.I., & Hirna, O.B. (2007). Supply chain formation: issues of theory and practice. Lviv: Intelekt-Zakhid [In Ukrainian].
4. Annosi, M.C., & Foss, N.J. (2020). Artificial Intelligence in Business: From Research and Innovation to Market Deployment. Procedia Computer Science, 167(1), 2200-2210. [In English]. https://doi.org/10.1016/j.procs.2020.03.272 .
5. Gürpinar, T. (2023). Blockchain-Technologie im Supply Chain Management unter Berücksichtigung wirtschaftlicher Potenziale. Dortmund [In German].
6. Koether, R. (Hrsg.). (2011). Taschenbuch der Logistik. Fachbuchverlag Leipzig: Karl Hanser Verlag [In German].
7. Lambert, D.M., Stock, J.R., & Ellram, L.M. (1997). Fundamental of Logistics Management. Irwin Professional Publishing [In English].
8. Martin, Ch. (2016). Logistics & Supply Chain Management. FT Publishing International [In English].
9. Schönsleben, P. (2024). Handbuch Integrales Logistikmanagement. Operations und Supply Chain Management innerhalb des Unternehmens und unternehmensübergreifend. Berlin: Springer Vieweg [In German].
10. Sinha, S. (2024). Blockchain for Enhancing IoT Privacy and Security. International Journal of Innovative Research in Computer Science & Technology, 12(2), 106-110. [In English]. https://doi.org/10.55524/ijircst.2024.12.2.18.
11. Varenkamp, R., & Kotzab, H. (2012). Logistik. Management und Strategien. München: Oldenburg Verlag [In German].
12. Wang, M., Wu, Y., Chen, B., & Evans, M. (2021). Blockchain and Supply Chain Management: A New Paradigm for Supply Chain Integration and Collaboration. OSCM Publications, 14, 1. [In English]. https://doi.org/10.31387/ oscm0440290 .
Citations
1. Економіка логістичних систем / М. Василевський, І. Білик, О. Дейнега, М. Довба, О. Костюк, Є. Крикавський та ін. Львів: Видавництво НУ “Львівська політехніка”, 2008. 596 с.
2. Похильченко О.А. Тренди логістики та Supply Chain Management в проекції трансформаційних змін Industry 4.0. Інтелект ХХІ. 2019. № 3. С. 149-154. URL: http://www.intellect21.nuft.org.ua/journal/2019/ 2019_3/26.pdf (дата звернення 21.01.2025).
3. Чухрай Н.І., Гірна О.Б. Формування ланцюга поставок: питання теорії та практики. Львів: Інтелект-Захід, 2007. 232 с.
4. Annosi M.C., Foss N.J. Artificial Intelligence in Business: From Research and Innovation to Market Deployment. Procedia Computer Science. 2020. № 167(1). P. 2200-2210. DOI: https://doi.org/10.1016/j.procs.2020.03.272.
5. Gürpinar T. Blockchain-Technologie im Supply Chain Management unter Berücksichtigung wirtschaftlicher Potenziale. Dortmund. 2023. 247 s.
6. Koether, R. (Hrsg.). Taschenbuch der Logistik. Fachbuchverlag Leipzig: Karl Hanser Verlag. 2011. 614 s.
7. Lambert D.M., Stock J.R., Ellram L.M. Fundamental of Logistics Management. Irwin Professional Publishing. 1997. 611 p.
8. Martin Ch. Logistics & Supply Chain Management. 5th edition. FT Publishing International. 2016. 328 p.
9. Schönsleben P. Handbuch Integrales Logistikmanagement. Operations und Supply Chain Management innerhalb des Unternehmens und unternehmensübergreifend. 9. Aufl. Berlin: Springer Vieweg. 2024. 876 p.
10. Sinha S. Blockchain for Enhancing IoT Privacy and Security. International Journal of Innovative Research in Computer Science & Technology. 2024. № 12(2). P. 106-110. DOI: https://doi.org/10.55524/ijircst.2024.12.2.18.
11. Varenkamp R., Kotzab H. Logistik. Management und Strategien. München: Oldenburg Verlag, 2012. 486 s.
12. Wang M., Wu Y., Chen B., Evans M. Blockchain and Supply Chain Management: A New Paradigm for Supply Chain Integration and Collaboration. OSCM Publications. 2021. Volume 14. Issue 1. DOI: https://doi.org/10.31387/ oscm0440290.