MANAGEMENT OF MARKETING ACTIVITIES OF AGRICULTURAL ENTERPRISES OF UKRAINE IN THE CONDITIONS OF A WAR ECONOMY
Abstract
Introduction. In the context of a war economy, marketing activities are transformed into a strategic tool to ensure the financial stability of agricultural businesses. It is the effective management of product sales channels, logistics flows, and interactions with counterparties that determines enterprises' ability to adapt to crisis conditions and maintain the continuity of economic activity.
The formation of adaptive models of sales management, which take into account the high level of risks, the instability of the market environment and the need for rapid response to changes in the agricultural market situation, is of particular relevance. The purpose of the article is to substantiate the theoretical and applied principles of managing the sales activities of agricultural enterprises in the conditions of a war economy and to determine the priority areas for its improvement.
Methods. In the research process, a complex of general scientific and special methods was used, in particular, the methods of theoretical generalization, system analysis, comparison, and scientific abstraction to substantiate the essence of managing the sales activities of agricultural enterprises in the conditions of a war economy. To assess the trends in the development of sales activities, the digitalization of logistics processes, and the impact of war risks, monographic, statistical-economic, and analytical methods were used.
The systems approach method was used to form areas for improving the management of sales activities in agricultural enterprises on the basis of digitalization, diversification of product sales channels, and risk-oriented management.
Results. The study found that in a war economy, the effectiveness of agricultural enterprises' sales activities largely depends on the level of diversification of product sales channels, the development of digital logistics systems, and the adaptability of management decisions. It is substantiated that the integration of CRM systems, e-commerce, digital sales management platforms, and modern marketing tools helps reduce transaction costs, increase the speed of goods movement, and strengthen the competitive positions of agricultural enterprises. It was determined that promising areas for improving sales management are the product sales cooperative models development, the formation of integrated value-added chains, the digitalization of logistics processes, and the implementation of strategic risk monitoring systems.
Discussion. Prospects for further research are the development of adaptive models of strategic management of agricultural enterprises' sales activities, taking into account war risks, the digitalization of the agricultural market, and European integration processes. Of particular relevance are studies of the effectiveness of using e-commerce, CRM, and ERP systems, digital logistics, and big data analytics in the system of sales of agri-food products. A promising direction is also the substantiation of mechanisms for the development of cooperative sales models, integrated value chains, and institutional support for the digital transformation of sales activities of agricultural enterprises.
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