A study of the relationship between marketing and investment in technology development in transport company

Abstract

The article examines road transport technological development processes through the prism of marketing. Technological development alternatives of road transport companies were analysed and evaluated according to the influence of marketing on the development and competitiveness of the company’s services. During the structural and technological development analysis, the marketing factors determining the components of the technological development process were determined. The analysis of scientific literature sources revealed the level of scientific problem research, which is associated with the notion that technology development is influenced by consumer demand, digital transformation, data availability, and complex processes in the logistics supply chain. When compiling the expert evaluation questionnaire, the criteria of the influence of marketing factors on the development of road transport technologies and the quality of the transport company’s vehicles were singled out. The research reveals that elements of the marketing strategy of transportation companies are elastically related to personalised customer expectations and automated customer choice tracking capabilities. The results can also include quick response to troubleshooting, CO2 reduction measures, ensuring process continuity, improved safety, and demand planning. The article’s scientific novelty has been achieved by determining new elements of interaction between marketing and technology development in the transport company.