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Article

Влияние стратегии компании на деятельность логистики при обслуживании потребителей

It is difficult to imagine operations of companies without understanding of how to manage services accomplishment, especially logistics services. Policy of customer service management is determined by the interaction of two key departments of the company, one of which (Marketing) is responsible for image-building of product and marketeer choice, the other of which (Logistics) is accountable for supply of goods to customer and provision of logistics services with logistics 7R ensuring optimal conditions for the functioning of supply chains.

The article presents a critical analysis of various points of view on different levels strategies, showing their interconnection within the company. Special focus is paid to the relation between the basic corporate strategies and functional strategies of the company (marketing strategies and logistics strategies). As well, the ways of their translation into the logistics activities in the field of customer service is analyzed.

The paper critically examines 21 different sources that meet purposes mentioned above. Critical analysis of marketing and logistics interference, various levels and types of strategies is intended to derive linkage between existing findings supporting the reflection of the strategic company directions in customer service policy in terms of logistics.

In the article it is revealed the benefits of evolving a strategic approach of logistics services management for clients and suppliers. It is proposed to begin approach elaboration from the planning of possible potential strategies of company’s development. That is why remarkable attention is paid to the consideration of basic corporate and functional strategies, defining the possibility of their joint implementation in the company. Detected logical link between corporate, marketing and logistics strategies allows us to specify prior steps and common activities for customer service policy development within the logistics department of the company.