Purpose – The purpose of this manuscript is to assess the impact of logistics salience on logistics capabilities and performance. Specifically, the impact of logistics salience on logistics innovativeness and logistics service differentiation is measured along with logistics innovativeness and logistics service differentiation effect on logistics performance. Design/methodology/approach – Conclusions were drawn from survey data gathered from logistics and supply chain managers at US firms. Structural equation modelling was utilized to measure the statistical significance of the hypothesized model paths with all findings meeting the basic requirements of interpretation. Findings – The results suggest that logistics salience positively impacts both logistics innovativeness and logistics service differentiation. Logistics innovativeness and logistics service differentiation both positively influence logistics performance. These findings give credence to the resource based view of the firm which states that resources lead to capabilities which leads to performance. Research limitations/implications – Conclusions based on the study’s results highlight the importance of logistics within firms and indicate that the function must be made salient throughout the firm to further capitalize on the benefits of logistics. These benefits include enhanced logistics capabilities and their eventual impact on logistics performance. Originality/value – Using the resource based view of the firm as the theoretical framework, the manuscript supports the notion that logistics salience is an important resource for firms looking to provide differentiated services and innovative logistics operations to their customers.