LOGISTICS AND MARKETING RISKS: THEORETICAL FOUNDATIONS, CLASSIFICATION AND COMPLIANCE APPROACH

Abstract

The article examines the theoretical aspects of interpreting logistics and marketing risks. It is determined that logistics risks should be understood as a set of risks associated with the manifestation of uncertainty in the logistics system. This uncertainty is characterized by the probability of events that hinder the timely, high-quality, and cost-effective movement of material flows and cause deviations from the enterprise’s strategic and operational goals. Marketing risks are defined as a form of uncertainty in the enterprise’s marketing activities, characterized by the probability of events that impede the achievement of marketing and strategic objectives, cause financial losses, and weaken the enterprise’s competitive position in target markets. The study of the essence and specific manifestations of logistics and marketing risks allows us to assert their complex, hierarchical, and cascading nature. This nature is determined by the following common features: a shared nature of uncertainty that generates their occurrence; mutual causality; belonging to the same sphere of business processes (both types of risks arise in the “producer-consumer” chain); a common object of influence – customer value; a single (shared) environment of realization – the market; the external nature of influence (both types of risks depend on the external environment and the disposition of its factors); a common information base for management; commonality of financial consequences from their realization; the need for integrated management; and a shared system for minimizing marketing and logistics risks within the overall economic risk management system of the enterprise. These common aspects indicate the necessity of moving away from the traditional functionally fragmented (siloed) approach to managing logistics and marketing risks and implementing a compliance-based approach to managing these types of risks.In the context of logistics and marketing risks, compliance goes beyond purely regulatory compliance and transforms into an integrative strategic risk-compliance approach, the purpose of which is not only to avoid sanctions and fines, but also to systematically ensure the resilience of business processes in the “producer-consumer” chain.