Digital technologies of marketing logistics and risks of their implementation in supply chain

Abstract

Currently, the digitalization of logistics is receiving attention. This is due to the development of digital transformation processes caused by the Fourth technological revolution. The use of digital technology in the supply chain allows companies to ensure strategic competitive advantages. As a result, the efficiency of the sales system will increase. However, the implementation of digital technologies is associated not only with positive effects, but also with risks. When conducting the author's research, methods of structural and functional analysis, retrospective and comparative approaches, as well as expert assessment were used. Based on this methodology, the authors have identified and considered the main risks of the practical implementation of digital logistics technologies in supply chains. The results have high potential for practical use. It is recommended to take them into account when making management decisions on digitalization of logistics. This will determine the composition of measures to improve the efficiency of the logistics system, considering the need to reduce risks.