Actual problems of innovative economy and law

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Organizational approaches to building logistics and marketing management systems for enterprises in their management

# 37 168-171 Download/view the full text of the article

УДК: 05.932:005.961:004.8(477)

DOI: https://doi.org/10.36887/2524-0455-2026-1-37

Petrushov Vasily,
Candidate of Technical Sciences, Associate Professor, Doctoral Student of
Livestock Farming Institute ot the National Academy of Agrarian Sciences of Ukraine, https://orcid.org/0000-0002-7354-9788
Gulei Anatolii,
Doctor of Economics, Professor, Professor of the Department of Economic Expertise and Land,
West Ukrainian National University,
https://orcid.org/0000-0002-2078-0644

Published: 19.01.26

The article explores the fundamental transformation of organizational approaches to managing logistics and marketing activities within the paradigm of intellectual resilience of 2026. The research substantiates that the traditional separation of these functions into “functional silos” has become critically ineffective due to the dominance of Agentic AI, autonomous supply chains, and the transition to Industry 5.0. The study focuses on Demand Chain Management (DCM) as a convergent core of modern management, where marketing signals for demand creation are instantly synchronized with logistical fulfillment capabilities. The author identifies key technological drivers of integration, including Digital Twins for stress-testing marketing strategies and blockchain for verifying ESG (Environmental, Social, and Governance) metrics. Special attention is paid to the shift from predictive to agentic artificial intelligence, which enables autonomous stock redistribution and real-time contract renegotiation. The article analyzes various organizational models—from matrix structures to decentralized process-oriented ecosystems—that enhance business agility by 30%. The study highlights the unique experience of Ukrainian enterprises (cases of Rozetka and Meest) in implementing “situational flexibility” during wartime and post-war recovery. It is demonstrated that integrating cloud-based ERP systems with cross-functional KPIs, such as the Perfect Order Rate (POR), helps maintain high consumer trust even under extreme infrastructure risks. The author concludes that in 2026, a business’s success depends on its ability to align its information processing capabilities (IPCs) with market demands. Strategic recommendations are provided for auditing “information gaps” and implementing circular logistics as a core element of the marketing value proposition.

Keywords: Demand Chain Management (DCM), Agentic AI, marketing-logistics integration, organizational resilience, Digital Twins, ESG metrics, cross-functional KPIs, circular logistics.

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Quote article, APA style

Petrushov V. , Gulei A. Organizational approaches to building logistics and marketing management systems for enterprises in their management. Actual problems of innovative economy and law. 2026. №1. 168-171 pp. https://doi.org/10.36887/2524-0455-2026-1-37

Quote article, MLA style

Petrushov V. , Gulei A. Organizational approaches to building logistics and marketing management systems for enterprises in their management. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-1-37