Assessment of marketing affects on innovation advancement in the transport cluster

Abstract

Implementation of high-quality innovation is possible using marketing in a specialised cluster. Creating the basis for a fundamental approach to assessing the impact of innovation requires differentiation and ranking of factors influencing the final results of innovation. This study examines the general principles of using differentiation and ranking as tools for analysing the impact of marketing on the success of innovations in the transport cluster and on the final results of logistics companies. When developing a methodology for assessing marketing effectiveness, special attention was paid to the formation of criteria and performance indicators for companies providing transport services when introducing innovations for which there is a need to integrate logistics space. A method for assessing the influence of various factors on financial results for conducting a quantitative analysis is presented. A study was also conducted on the effectiveness of using cluster marketing when introducing innovations in a transnational company and in a company whose activities are limited at the local level. One of the marketing directions was using digital tools for cargo processing in the integrated logistics space, which can increase by 80% the number of goods processed exclusively by digital means for a logistics company.