INNOVATIVE ASPECTS OF MARKETING LOGISTICS DEVELOPMENT
Journal Title: Інноваційна економіка - Year 2017, Vol 68, Issue 3
Abstract
Purpose. The aim of the research is to highlight the main issues of innovative management development in marketing logistics and propose the effective mechanism of solving them. Methodology of research. Investigations of prominent domestic and foreign scientists served as the theoretical basis of current study. Formal logic, analysis and synthesis were used as basic methodological tools for substantiation of innovative aspects of the development of marketing logistics. Findings. It is established that the entrepreneurial competitive advantages on the retail markets can be achieved through synergetic combinations of logistics and marketing tools. The practice of Tesco PLC was analyzed in the context of marketing logistics. It was revealed that the use of information technology by this company provides support for competitive positions in the British retail market. The United Kingdom holds the 3rd position in the world rating of supermarkets’ e-commerce. Analysis of clients, optimal segmentations, databases improvements and lean logistics technologies can serve as prerequisites for avoiding unproductive losses. It is determined that the selling of the wide range of goods at lower prices is owing to the perfect mechanisms of human resource management, lowering costs, usage of efficient technologies of enterprise resource planning; radio-frequency identification; collaborative planning, forecasting and replenishment. It is established that, despite its expensiveness the “Clubcard Tesco” program allowed to open access to personal clients’ data and strengthen the competitive positions. As a result the key competences and synergies were achieved through the usage of innovative marketing tools and logistics technologies. Originality. Based on the idea of connecting innovative marketing tools and logistics technologies the mechanism of supporting retail entrepreneurs’ global competitive advantage was proposed. Practical value. The usages of the obtained research results can the prerequisites for ensuring the stability, increasing the potential for sustainability and competitiveness of enterprises in the retail industry.
Authors and Affiliations
Oleksandr Shkolnyi
Keywords
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