Pylypenko D.R.
Simon Kuznets
Kharkiv National University of Economics, Ukraine
THE STRATEGIC MANAGEMENT OF
INTEGRATED LOGISTICS SYSTEMS
ORGANIZING
BY USING THE RELATIONSHIP
MARKETING CONCEPT
Current economic conditions are characterized by the
expansion of integration trends role and transforming of the enterprises
logistics system into integrated chains of value creating. At the
same time, it is becoming increasingly
difficult to ignore the increasing role of marketing in the enterprise
strategic process. Marketing is an important component at the enterprise
management system, and it plays a key role in the strategic enterprise
positioning. The main purpose of the enterprises’ logistics system is bringing
customer value to the market. Marketing is
at the heart of enterprise management understanding of what kind of value
market requires.
Recently, researchers have shown
an increased interest in marketing research and in the development of marketing
management as a scientific discipline. Numerous studies have attempted to explain
the role of marketing in the management of enterprise operation and
development. In recent years, there has been an increasing amount of marketing
concepts’, which in the best fit corresponds to requirements of a dynamic
external environment. These concepts are cognitive marketing [7], relationship marketing [3, 4] and reflexive marketing [2]. However, in all of these concepts too little attention
has been paid to marketing of integrated enterprise associations.
Moreover, the study in marketing management of soft
integration associations, such
as strategic alliances, industrial clusters, virtual or network enterprise is
an issue worthy of examination. In fairness it should be noted the emergence of
the supply chain management concept [1, 6]. Unfortunately, modern SCM research has
tended to focus on business processes flowing rather than customer value
creating. All these facts confirm the importance of studies of the influence of
marketing on strategic management of integrated enterprise associations.
The purpose of this paper is to
review recent researches of the concept of relationship marketing and its using
for strategic management of integrated logistics systems organizing. As the
theoretical base for achieving the purpose we have chosen I. H. Gordon’s
works [3]. This author draws our attention to the fact that
relationship marketing involves the creation of new and mutual value between a
supplier and individual customer. This research will serve
as a base for future studies but it should be expanded by taking into account
the internal relationship between the integrated enterprises.
Under these conditions we can
observe significant changes in approaches to the development of the strategy of
enterprise which is involved in integration cooperation. We propose to determine
the marketing strategy of integrated logistics systems as a set
of rules of enterprise joint activities. The participants of integrated logistics systems should adapt their
own goals to consolidated vision of market prospects. In this case marketing will
have converted to the system of consolidated value management. Finally, the
activities of individual members of integrated logistics systems should be
coordinated in a way that patterns of joint action will stay in actual state. The
proposed approach is closely connected with the concept of integrated
marketing. Integrated marketing provides a consistent flow of such
phase as «choosing the type of customer value», «the clear characteristics of a
product or service developing» and «establishing the communication policy which
is corresponding to the selected customer values».
Here we can also suggest the extension of the
relationship marketing to the system of value creation together with the
consumer. In this context, a key role is played by the idea that the main
factor in the development of marketing strategy is not the competitor
activities instead of independent creation of a customer value. However, there
are limits to how far the idea of relationship marketing in integrated logistics systems can be used.
The basis for the marketing strategy development is still remains in providing
the most flexible and efficient use of all resources and opportunities of individual
members of integrated logistics systems.
For the purpose of the integrated enterprise associations
marketing strategy creating we propose to use the method of two-dimensional
matrix constructing. This method is described in detail by À. Lowy [5]. His study describes more than 50 strategic
matrices. At the
same time, orientation on the integrated logistics system and enterprises
association requires a new type of strategic matrices. In this case, we have
developed several matrices, such as «procurements dynamics – customer satisfaction», «loyalty type – loyalty
components», «the product – the market – the
customer», «satisfaction – loyalty». The use of these matrices allows identifying strategic alternatives of the
company development and customer’s selection. It makes sense to base the
obtaining of numerical values to determine the quadrant matrix on the fuzzy information
processing methodology and set theory. With similar methods it is
possible to conduct the rating of participants of the integrated enterprise
associations.
The results of this research support the idea that marketing plays a
leading role in the strategic process of integrated enterprise associations.
Moreover, it is proposed to reduce the
uncertainty and the negative impact of the market environment, to improve
competitiveness and operating effect of the company, to engage it into
participation in the logistics value creating chains and to form institutional
interaction fields based on the concept of marketing partnerships.
References:
7.
Walliser B. Cognitive Economics. – Heidelberg:
Springer, 2008. – 182 ð.
