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首页> 外文期刊>International Journal of Physical Distribution & Logistics Management >Promoting the value of logistics to future business leaders: An exploratory study using a principles of marketing experience
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Promoting the value of logistics to future business leaders: An exploratory study using a principles of marketing experience

机译：向未来的商业领袖推广物流的价值：使用营销经验原则进行的探索性研究

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摘要

Despite the increased importance and corporate visibility of logistics - and its concomitant opportunities - the demand for college educated entry-level logisticians continues to greatly exceed their supply. The current study, which responds to this persistent shortfall of talented students, was designed to investigate three primary issues: student familiarity with logistics vis-a-vis other business disciplines; student perceptions of logistics in terms of academic and career issues; and the potential impact of promoting the value of logistics in a "principles of marketing" course. The findings suggest that students are relatively unfamiliar with logistics as a career choice and have a distinct level of neutrality towards many of the key "selling" points of the discipline. However, the findings also suggest that a focus on promoting the value of logistics in a "principles of marketing" course can have a significant impact on these perceptions. The study concludes with a discussion of the implications of these findings for various logistics constituencies along with suggestions for future research.
机译：尽管物流的重要性和公司知名度日益提高-以及随之而来的机遇-对受过大学教育的入门级后勤人员的需求仍然远远超过其供应。当前的研究针对人才不断短缺的情况进行了研究，旨在研究三个主要问题：与其他商业学科相比学生对物流的熟悉程度；学生在学术和职业问题上对物流的看法；以及在“营销原理”课程中提升物流价值的潜在影响。研究结果表明，学生相对不熟悉物流作为一种职业选择，并且对本学科的许多关键“销售”要点有着明显的中立水平。但是，研究结果还表明，在“营销原理”课程中专注于提高物流的价值可能会对这些看法产生重大影响。该研究最后讨论了这些发现对各种物流选区的影响以及对未来研究的建议。

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