Achieving Complementarity of Marketing and Logistics Strategies under Uncertainty

Abstract

Abstract: The article substantiates the theoretical and methodological foundations for achieving complementarity of marketing and logistics strategies under uncertainty, which characterizes the current development of the Ukrainian economy. The problem is defined by the necessity to identify principles of strategic coherence, since traditional institutional schemes and inertial management models lose their effectiveness in wartime and post-war conditions. Fragmented functioning of marketing and logistics separately leads to a loss of competitiveness, while their integration generates a qualitatively new synergistic effect. The analysis of recent studies and publications shows that scholarly discourse focuses on issues of strategic security, sustainable development, crisis management, and organization of marketing activities. At the same time, existing research lacks a systematically designed framework of principles capable of transforming empirical assessments of complementarity into regulatory guidelines for managerial practice. The purpose of the article is to develop a conceptual basis and substantiate a system of principles ensuring the sustainable integration of marketing and logistics strategies. The tasks are to clarify the categorical framework, model the functional dependence of complementarity on marketing, logistics, and external factors, and elaborate a regulatory framework for management. The main content provides a step-by-step substantiation of the principles of informational integration, flexible forecasting, client-centered synergy, managerial coordination, and adaptive standardization. The integration effect is formalized through a composite index of complementarity, which combines quantitative indicators with conceptual logic. It is argued that the principles perform a dual function: they consolidate theoretical models and, at the same time, transform them into practical managerial guidelines. The conclusions emphasize that complementarity is not a once-and-for-all achieved state but a dynamic process of moving equilibrium that requires constant adaptation to external turbulence. The formulated principles ensure the resilience of strategic management, allow enterprises to maintain integrity even under crisis conditions, and create the basis for modeling a new economic trajectory focused on combining market flexibility with operational reliability.