Organizational and economic mechanism for ensuring the complementarity of the marketing and logistics strategy of a motor transport enterprise in wartime and post-war periods

Abstract

The article develops an organizational and economic mechanism for ensuring the complementarity of marketing and logistics strategies of a motor transport enterprise, oriented toward wartime and post-war business conditions. The war caused a persistent imbalance between the marketing and logistics subsystems: the sharp narrowing of markets transformed the structure of demand and the geography of transportation, while logistics systems faced fuel shortages, infrastructure destruction, and rising costs. As a result, gaps emerge between strategic decisions on positioning and service volumes and the actual capacity of logistics facilities, which increase the risks of failing to meet obligations and worsen financial performance. The proposed mechanism performs the function of an integrator that aligns the subsystems at the level of goals, resources, and operational decisions, forming a single planning loop, standardized information flows, and coordinated parameters for evaluating results. The control parameter of the mechanism is the adjusted complementarity index, which combines the integral index with a balance ratio and penalizes enterprises dominated by a single component. The article describes the system of actors, information flows, the coordination, information-analytical, resource, and control blocks, as well as the mechanisms of vertical and horizontal interaction. A dynamic model of the change in the complementarity index under the influence of managerial decisions and external disturbances, an environmental stability index, and a scenario model with three operating modes (crisis, limited stability, full recovery) with transition thresholds are formulated. An eight-stage algorithm for implementing the mechanism with quantitative control points is presented. It is proved that the consistent implementation of the mechanism increases the adaptive resilience of the enterprise, the efficiency of logistics processes, and the marginality of transportation even under unfavorable external conditions.