A model of structured decision making for the implementation of digital technologies in the logistics sector to achieve a competitive advantage

Purpose This paper investigates how strategic decision-making; structured project management methodologies and technology complexity jointly influence competitive advantage in the logistics sector. Design/methodology/approach Data were collected through a bilingual (English–Lithuanian) expert survey of 60 logistics professionals involved in technology implementation projects. The study reports bivariate correlations and estimates separate ordinal logistic regression models to test five theory-derived hypotheses grounded in the resource-based view (RBV) and the dynamic capabilities perspective; an additional reverse competitive advantage and strategic goals (CA → SG) specification is reported only as a supplementary exploratory feedback analysis. Findings The results indicate positive associations between (1) decision-making quality and competitive advantage, (2) strategic goal alignment and competitive advantage, (3) project management methodology and decision-making quality, (4) implementation speed and project management methodology, and (5) strategic decision-making quality and greater consideration of technology complexity. Across surveyed firms, digital technologies appear to be used primarily to support cost-based competitive advantage, while differentiation-oriented benefits are rated lower. Given the cross-sectional design, findings are interpreted as evidence of association rather than definitive causal confirmation. Research limitations/implications Future research should test the model across diverse regions, industries, and technological contexts to enhance generalizability and uncover additional moderating factors influencing competitive advantage. Practical implications Practically, it provides guidance for phased digital transformation in logistics, emphasizing the need for structured decision-making, strategic alignment, and project management to navigate complex technologies. Social implications The study showed that effective strategic decision-making increases competitive advantage, especially when it is aligned with clearly defined strategic goals and structured project management practices. The complexity of technology influences decision-making and project implementation, so adaptive, data-driven approaches are needed for successful digital technology adoption. Originality/value This study empirically tests an integrated, theory-derived (RBV/dynamic capabilities) capability-to-outcome framework for digital technology implementation in logistics. Based on the empirical estimates, the framework offers scholars and practitioners a structured basis for planning phased digital transformation, aligning technology portfolios with strategic objectives, and managing risks in complex logistics initiatives.