Innovative Approaches to Digital Logistics and Green Marketing: Key Growth Strategies in the International Economy

Abstract

Digitalization has completely changed the approaches to the provision of logistics services in the global economy. The article discusses new strategic directions for the development of digital logistics as a concept of creating value in the provision of logistics services using technologies (“big data”, digital platforms, cloud and blockchain technologies). The advantages of digital logistics are to ensure openness and transparency of the actions of logistics ecosystem participants, automatic coordination of logistics processes between participants, solving problems of delays and optimizing delivery routes. At the same time, obstacles to the use of blockchain in digital platforms as the basis of digital logistics are identified, which cause financial losses for developing companies and do not ensure the achievement of strategic goals. The main barriers to the development of digital logistics are associated with problems of communication, information support, legislative regulation of technologies, insufficient integration of local and global markets, problems of information quality control and compatibility of various management systems of logistics ecosystem participants. The strategic directions for the development of digital logistics include: digitalization of logistics processes in the global supply chain, taking into account existing barriers to technology integration (cloud and blockchain technologies in combination with digital platforms); development of on-demand digital logistics to create value and create new narrowly specialized services using digital technologies to collect big data; integration of green marketing innovations into digital logistics to create eco-efficient logistics services.

Keywords: logistics process, innovation marketing, green technologies, digital technologies, digital marketing, logistics