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Vol. 12 No. 10 (2025)
International Multidisciplinary Journal for Research & Development

Articles

INNOVATIVE APPROACHES AND DIGITAL TRANSFORMATION FACTORS IN IMPROVING MARKETING STRATEGIES IN LOGISTICS ENTERPRISES

Published 2025-10-31

  • Mardonova Ugiloy Ilhom kizi

Mardonova Ugiloy Ilhom kizi
A teacher at Oriental University, Samarkand Campus,

Abstract

This paper examines how the last decade of rapid digitization has reshaped competitive dynamics in the logistics services industry. Building on evidence of disruptive entrants global e-tailers with technology-intensive are housing/transport and platform-based startups the study argues that logistics service providers (LSPs) must reconfigure their value propositions for shippers and end customers. Addressing structural pain points (fragmentation, opacity, underutilized assets, manual processes, legacy interfaces) is necessary to deliver smarter, faster, and greener logistics. Technology is positioned as a catalyst for innovation and responsiveness across supply chains, enabling agility, performance alignment, and operational excellence. Because 50–70% of logistics activities are outsourced, LSPs carry a disproportionate share of the sector’s digital transformation (DT). The study adopts a two-stage design: (1) a literature review to surface barriers/success factors and inform the interview protocol and coding; (2) nine case studies with global LSPs, contrasting DT maturity levels (Fashionistas, Conservatives, Digirati). Research questions target the meaning of DT for LSP value propositions, principal barriers, and leading practices. Findings emphasize DT as an evolutionary, context-specific journey driven by both digital capabilities and transformation management (leadership, culture, governance). People-related factors emerge as the primary obstacles and enablers, underscoring the need for capability building, visionary leadership, and collaborative cultures to convert digital opportunities into sustained performance gains.

Keywords

digital transformation; logistics service providers (LSPs); Industry 4.0; e-commerce logistics; platform intermediation; value proposition; operational efficiency; agility; digital maturity; leadership & culture; success factors; barriers.

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