Potenziale einer dezentralen Logistik für Direktvermarkter:innen in der Region Sterngartl Gusental

Abstract

The master's thesis examines the potential of decentralized logistics systems for the direct marketing of agricultural products in the Sterngartl Gusental region. Against the backdrop of growing demand for regional food and short supply chains, direct marketing is gaining importance but faces logistical and structural challenges. In particular, the increasing physical distance between producers and consumers, limited marketing resources, and the high organizational effort required for transport and distribution restrict profitability and market reach. The region’s small-scale farm structure exacerbates these problems, making cooperative, efficiently organized logistics solutions a potential key to strengthening competitiveness and regional value creation. The thesis combines a theoretical section—covering the fundamentals of direct marketing, relevant logistics concepts, legal frameworks, and existing marketing formats—with an empirical study based on expert interviews conducted with direct marketers, a logistics specialist, representatives of the Chamber of Agriculture, a retail representative, and a regional development officer. The aim was to identify barriers and success factors for outsourcing and pooling logistics processes. Based on the findings, a scenario for a decentralized hub-and-spoke system with micro-hubs was developed, complemented by digital order and route planning, service level agreements for quality assurance, and a cooperative organizational form (cooperative or association). The analysis shows that jointly organized logistics can achieve significant efficiency gains if a sufficient number of participating businesses is involved. Key potentials lie in consolidating delivery volumes, ensuring the cold chain, reducing travel times, and expanding market reach. Micro-hubs at high-traffic locations, such as inns, could serve as collection and transshipment points while also increasing the visibility of regional products. Technical infrastructure for cold chain management and digital dispatch systems are identified as central success factors. From an economic perspective, economies of scale can be achieved through the shared use of vehicles and infrastructure. A pilot project with 25–40 businesses is recommended to test processes and build trust, supported by funding programs such as LEADER, EFRE, or FFG. In the long term, the model could increase regional value creation, shorten transport routes, and strengthen the resilience of the local food supply.

Date of Award	2025
Original language	German (Austria)
Supervisor	Josef Wolfthaler (Supervisor)