The Role of Digital Technologies in Strengthening the Interaction of Marketing and Logistics in Ukrainian Enterprises
DOI:
https://doi.org/10.57125/FS.2025.09.20.04Keywords:
Digital technologies, DSCC, Marketing-logistics integration, Organisational inertia, Ukraine.Abstract
The integration of marketing and logistics through digital technologies remains underexplored in transitional economies, despite its potential to enhance operational efficiency and customer satisfaction. This study addresses gaps in understanding how Ukrainian companies leverage digital tools to bridge departmental silos, focusing on organisational and infrastructural challenges unique to these contexts. The purpose is to identify key technologies, interaction changes, and success factors in the integration of marketing and logistics. A qualitative case study design was employed, analysing three Ukrainian enterprises (Rozetka, Nova Poshta, Meest) through open corporate reports, media articles, and interviews. Thematic content analysis revealed that ERP systems reduced order fulfilment times by 25%, IoT-enabled tracking improved customer satisfaction by 15%, and blockchain integration cut customs disputes by 44%. However, 32% of initiatives were hindered by organisational inertia and skill gaps, and cloud adoption was limited by infrastructural deficits such as unstable energy grids. Successful cases prioritised leadership-driven tool customisation, such as AI algorithms trained on local consumer data. The study’s practical value lies in its actionable framework for enterprises in transitional economies, which involves integrating CRM and SCM systems, establishing cross-functional teams, and addressing infrastructural gaps through public-private partnerships. These findings advance digital supply chain collaboration theory by emphasising contextual adaptability over techno-determinism.References
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