Enhancing competitive advantage through digital innovation and organisational culture in the logistics sector

Introduction: The modern logistics sector is rapidly changing under the influence of digital technologies. The use of innovative digital technologies can significantly increase efficiency, reduce costs and improve customer service. Objectives: Formation of a comprehensive theoretical approach to the impact of innovation transfer and organizational culture on improving logistics processes and achieving sustainable competitive advantages in the context of digital transformation. Methods: Empirical research methods include analysis and synthesis, SWOT analysis, grouping method, abstraction, and generalisation. Results: The study analyses the impact of digital transformation on logistics processes, examines the main trends and technologies that promote the digital transformation of logistics chains, assesses the impact on the efficiency and productivity of logistics processes, determines the significance of innovation in developing logistics strategies and enhancing companies' competitiveness, and outlines the factors that contribute to innovative activity in logistics companies. The influence of technological changes on digital competitiveness is substantiated based on the IMD World Digital Competitiveness Ranking indicators for 2023. Countries worldwide are grouped according to their level of digital competitiveness, the impact of education, the implementation of innovations, and their readiness for transformational changes. The impact of innovation transfer on the competitive advantages of the logistics company Amazon is studied. Critical aspects of the organisational culture of digital transformation in modern conditions are outlined. A SWOT analysis of digital transformation in the logistics business is presented using the example of "Nova Poshta." Opportunities and threats to logistics entrepreneurship regarding competitive advantages in digital transformation are identified. Conclusions: The main directions of digital transformation for a logistics company are highlighted.