DIGITAL INNOVATIONS AND THEIR IMPACT ON TRANSPORT AND LOGISTICS ORGANIZATIONS IN VUCA CONDITIONS

Abstract

The VUCA world, stands for volatility, uncertainty, complexity and ambiguity of ongoing events, affects the development of business, consumer behaviour and requires a flexible response to its challenges. This is possible through the digitalisation and implementation of innovations in all spheres of the society. The transport and logistics system has a special role in these conditions, the activity of which determines the efficiency of many types of business and its relations with consumers. This system also needs digital innovations in various spheres of its operations. Therefore, the aim of this article is to identify the main trends in digital innovations affecting the development of transport and logistics system in the VUCA world conditions, which should be considered by transport and logistics organisations in their work. Taking into account the significant role of transport and logistics in today's environment, and some changes in consumer behaviour in the era of digitalisation, the following trends in the development of digital innovation are highlighted: the growing role of analytics based on Bigdata; the transition to a greater use of cloud technology, which allow the organisations to store data, share files, communicate with teams and cooperate with stakeholders; the formation of a flexible management system of transport and logistics processes; the formation of modern supply chains based on digital technologies; and the formation of an effective “last mile” delivery system in e-commerce. Also the wide use of digital marketing was studied, including such elements as: content visualisation and personalisation, use of native advertising, chat-bots, application of live broadcasting, transition to useful content, online reputation management as an important component of organisations in the era of social networks. Thus, the main trends of digital innovations that affect the development of organisations of the transport and logistics system in VUCA world conditions, highlighted in the article, enable a rapid and flexible response to the changes in the world, business, and consumer behaviour.