COMPETITIVENESS MANAGEMENT OF THE AGRO-INDUSTRIAL COMPLEX IN THE CONTEXT OF GLOBALIZATION

Abstract

The article explores the theoretical and practical aspects of managing the competitiveness of Ukraine’s agro-industrial complex under the conditions of globalization. It is emphasized that competitiveness has become one of the key determinants of sustainable growth, successful integration into international markets, and long-term development of the national economy. The research identifies the internal and external factors that shape the level of competitiveness in the agro-industrial sector. Internal factors include the efficiency of resource use, technological modernization, digitalization of production processes, development of logistics and marketing strategies, and the human resources potential of enterprises. External factors are defined as international competition, adaptation to global standards, compliance with environmental and food safety requirements, as well as the investment climate and institutional framework. The article pays particular attention to strategic, operational, and innovative approaches to competitiveness management. The strategic approach involves long-term planning, export diversification, and the creation of strong national brands. The operational approach is focused on improving efficiency, reducing costs, and introducing modern management methods. The innovative approach is linked to the implementation of digital technologies, biotechnology, environmentally friendly production, and the transition to sustainable agricultural practices. A separate section highlights the role of public policy in strengthening the competitive advantages of the agro-industrial complex. The importance of harmonization of national legislation with EU standards, state support programs for small and medium-sized enterprises, insurance mechanisms against agricultural risks, and stimulation of investment and innovation is underlined. Attention is drawn to both opportunities and threats of globalization: while global integration opens new markets, it also increases risks related to dependence on external demand, vulnerability to global crises, and intensification of competition. The article concludes by proposing strategic directions for enhancing competitiveness. These include diversification of export products and markets, development of “green” and organic production, strengthening the innovation ecosystem, building human capital, and promoting public-private partnerships. Such measures will allow Ukraine’s agro-industrial complex to ensure sustainable growth, improve its position in the global agri-food system, and increase resilience to external challenges.