Digital Echelons and Interfaces within Value Chains: End-to-End Marketing and Logistics Integration

Sergey Evgenievich Barykin, Elena Aleksandrovna Smirnova, Dan Chzhao, Irina Vasilievna Kapustina, Sergey Mikhailovich Sergeev, Yuri Yurievich Mikhalchevsky, Alexander Viktorovich Gubenko, Gennady Aleksanrovich Kostin, Elena De La Poza Plaza, Lilya Saychenko and Nikita Moiseev
Additional contact information
Sergey Evgenievich Barykin: Graduate School of Service and Trade, Peter the Great St. Petersburg Polytechnic University, 195251 St. Petersburg, Russia
Elena Aleksandrovna Smirnova: Department of Logistics and Supply Chain Management, St. Petersburg State University of Economics, 191023 St. Petersburg, Russia
Dan Chzhao: Department of Logistics and Supply Chain Management, St. Petersburg State University of Economics, 191023 St. Petersburg, Russia
Irina Vasilievna Kapustina: Graduate School of Service and Trade, Peter the Great St. Petersburg Polytechnic University, 195251 St. Petersburg, Russia
Sergey Mikhailovich Sergeev: Graduate School of Industrial Management, Peter the Great St. Petersburg Polytechnic University, 195251 St. Petersburg, Russia
Yuri Yurievich Mikhalchevsky: Top Management Department, Saint Petersburg State University of Civil Aviation, 196210 St. Petersburg, Russia
Alexander Viktorovich Gubenko: Top Management Department, Saint Petersburg State University of Civil Aviation, 196210 St. Petersburg, Russia
Gennady Aleksanrovich Kostin: Top Management Department, Saint Petersburg State University of Civil Aviation, 196210 St. Petersburg, Russia
Elena De La Poza Plaza: Center for Economic Engineering (INECO), Universitat Politècnica de València, 46022 Valencia, Spain
Lilya Saychenko: Department of Development and Exploration of Oil and Gas Wells, St. Petersburg Mining University, 199106 St. Petersburg, Russia
Nikita Moiseev: Department of Mathematical Methods in Economics, Plekhanov Russian University of Economics, 117997 Moscow, Russia

Sustainability, 2021, vol. 13, issue 24, 1-18

Abstract: The goals of real business in the context of the digital transformation of international logistics networks and marketing channels have necessitated the application of a scientifically based theoretical approach to the development of a formalized description acceptable for predictive planning based on leading indicators. In the context of globalization and interstate and regional economic unions, this will lead to achieving the maximum end-to-end integration of digital platforms. Based on the analysis, the article presents the integration of digital logistics and marketing approaches with the mathematical models of the ecosystem organization of economic relations. The features of the organization of economic relations between contractors involved in the execution of virtual transactions and the material movement of resources were analyzed. The researchers considered prerequisites for the analytical description of interconnections between the participants of digital platforms in cross border e-commerce. The authors’ approach is based on the idea of both a sales funnel in marketing and a conversion funnel in digital transformation. Considering the integration of logistics and marketing, authors offer the definition of business echelons as stages of the consumer value creation. The theoretical contribution of this article consists in constructing a mathematical description of business echelons along the entire value chain. The developed analytical description of business echelons is acceptable both for embedding a digital management support system into various software products, and for conducting in-depth analysis and finding optimal solutions.

Keywords: digital marketing; digital logistics; cross-border e-commerce; business interaction; digital platforms; sustainable digital ecosystem (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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