Marketing management of logistics flows in the innovation process of industrial enterprises

作者：S. Illiashenko, Yulia Shypulina, N. Illiashenko · 发表于：Marketing and Digital Technologies · 年份：2024 · DOI：10.15276/mdt.8.4.2024.1 · 被引用次数：4

The aim of the article. The aim is to develop an approach to the marketing management of logistics flows at the stages of the innovation process, taking into account the state of innovation readiness of its subjects, which are links of the logistics system of the industrial enterprise-innovator. Analysis results. The features of marketing and logistics support of the innovation process at an industrial enterprise are determined. Taking them into account, the scheme of interaction of logistics flows at the stages of the innovation process was clarified, in particular, by covering all its stages, and not only the stage of commercialization of the innovation. The presented scheme can be used for the systematic analysis of marketing logistics measures of innovative projects, which are implemented within the framework of various strategic directions of innovative development: catching up, following the leader, ahead. In accordance with the proposed scheme, the content and significance of information, material and financial logistics flows at all stages of a typical innovation process were detailed. This provided an opportunity to expand the base of information and analytical support for marketing management of logistics flows in the innovation process of an industrial enterprise. The problems of the subjects of the innovation process were identified and systematized, including those that are links of the logistics system of the innovator enterprise. Approaches to solving the selec...