INNOVATIVE MARKETING OF AGRICULTURAL ENTERPRISES UNDER MARTIAL LAW
Abstract
The article analyses the challenges and opportunities for innovative marketing of agricultural enterprises under martial law in Ukraine. The article systematically presents data on the complex challenges faced by agricultural enterprises, including the economic crisis caused by military aggression and the pandemic, and considers strategies for rapid adaptation to new conditions. The main aspects of adapting marketing strategies to changing market conditions are outlined, in particular, how innovations affect the competitiveness and efficiency of enterprise management. The potential for investment attractiveness is outlined and options for optimising innovative marketing approaches that can help agricultural enterprises not only survive but also thrive in the new environment are developed. The article analyses the role of information and communication technologies in providing agricultural enterprises with the necessary resources for conducting efficient operations. The article also focuses on innovative communication and marketing tools, the importance of the analytical process of identifying market opportunities, and the integration of marketing initiatives into the overall strategy of innovative development of the enterprise. Considerable attention is paid to a detailed study of the demand, tastes and preferences of innovative consumers, which is critical for adapting innovative product offers to market requirements. The key directions for further research in the field of innovative marketing for agricultural enterprises, which are determined by market needs and peculiarities of economic development in the post-conflict period, are identified. The article concludes with an analysis of innovation marketing as a key component of management of agrarian enterprises in the context of social change, as well as the importance of digital marketing, which includes various promotion channels for the effectiveness of innovation activities. The outlined strategies and tactics are considered as a necessity for ensuring the long-term survival and development of agricultural enterprises in conflict and changing market conditions.
References
Ільченко Т. В. Роль маркетингових інструментів в інноваційному розвитку аграрних підприємств. БізнесІнформ. 2020. № 10. С. 460–468.
Курбацька Л. М., Кадирус І. Г. Впровадження маркетингових інновацій в діяльність промислових підприємств. Економіка та держава. 2020. № 4. С. 187−190
Мельник С. І., Свиноус І. В., Фурман І. В., Трофімова Г. В., Стариченко Є. М. Інвестиційна діяльність сільськогосподарських підприємств в умовах трансформаційних процесів. Економічна наука. 2021. № 11. С.14-19.
Підвальна О. Г. Колесник Т. В. Впровадження інновацій в маркетингу агропромислових підприємств. Приазовський економічний вісник. 2022. №2 (31). С.66–73.
Савченко С. О., Аблязова Н. Р., Сукач О. М. Інноваційний маркетинг у системіуправлінняпідприємством. Підприємництво та інновації. 2021. N17. С. 46–49.
Яківченко А. Інноваційний маркетинг промислового підприємства: довоєнний період та за умов російсько-української війни. Економічні науки. 2022. Т.1, №6. С.88–93.
Moore G. A. Darwin and the demon: innovating within established enterprises. Harvard Business Review. 2004. N82 (7/8). P. 86–92
Reketty G. The regularities of innovation – a marketing perspective. Acta Oeconomica, 2003. N53 (1). P. 45–59.
Ilchenko T. V. (2020). Rol marketynhovykh instrumentiv v innovatsiinomu rozvytku ahrarnykh pidpryiemstv [The role of marketing tools in the innovative development of agricultural enterprises]. BiznesInform– BusinessInform, vol 10, pp. 460-468. (in Ukrainian)
Kurbatska L. M., Kadyrus I. H. (2020). Vprovadzhennia marketynhovykh innovatsii v diialnist promyslovykh pidpryiemstv [Introduction of marketing innovations into the activities of industrial enterprises]. Ekonomika ta derzhava – Economy and State, vol. 4, pp. 187-190. (in Ukrainian)
Melnyk S. I., Svynous I. V., Furman I. V., Trofimova H. V., Starychenko Ye. M. (2021). Investytsiina diialnist silskohospodarskykh pidpryiemstv v umovakh transformatsiinykh protsesiv [Investment activity of agricultural enterprises in the conditions of transformation processes]. Ekonomichna nauka – Economic Science, vol. 11, pp.14-19. (in Ukrainian)
Pidvalna O. H. Kolesnyk T. V. (2022). Vprovadzhennia innovatsii v marketynhu ahropromyslovykh pidpryiemstv [Implementation of innovations in marketing of agro-industrial enterprises]. Pryazovskyi ekonomichnyi visnyk– Priazovsky economic herald, vol 2 (31), pp. 66-73. (in Ukrainian)
Savchenko S. O., Ablyazova N. R., Sukach O. M. (2021). Innovatsiinyi marketynh u systemiupravlinniapidpryiemstvom. [Innovative marketing in the system of enterprise management]. Pidpryiemnytstvo ta innovatsii – Entrepreneurship and Innovation, vol. 17, pp. 46-49. (in Ukrainian)
Iakivchenko A. I. (2022). Innovatsiinyi marketynh promyslovoho pidpryiemstva: dovoiennyi period ta za umov rosiisko-ukrainskoi viiny [Innovative marketing of an industrial enterprise: pre-war period and in the conditions of the Russian-Ukrainian war]. Ekonomichni nauky – Economic Sciences. Т.1, vol. 6, pp. 88-93. (in Ukrainian)
Moore G. A. (2004). Darwin and the demon: innovating within established enterprises. Harvard Businesses Review, vol. 82 (7/8), pp. 86-92.
Reketty G. (2003). The regularities of innovation − a marketing perspective. Acta Oeconomica, vol. 53 (1), pp. 45-59.
