СТРАТЕГІЧНЕ УПРАВЛІННЯ КОНКУРЕНТОСПРОМОЖНІСТЮ СІЛЬСЬКОГОСПОДАРСЬКОГО ПІДПРИЄМСТВА В СУЧАСНИХ УМОВАХ

Abstract

The article examines the theoretical and applied aspects of strategic management of the competitiveness of agricultural enterprises under the current conditions of martial law and post-war economic recovery in Ukraine. It is substantiated that the transformation of the external environment, destruction of infrastructure, disruption of logistics chains, resource shortages, and increased uncertainty significantly change the nature and mechanisms of forming competitive advantages in agricultural enterprises. It is proven that competitiveness in modern conditions is determined not only by traditional resource and production factors but also by the level of adaptability, innovativeness, managerial flexibility, and the ability to apply risk-oriented strategic planning. The study systematizes the main components of the competitive potential of an agricultural enterprise, including resource, production, financial, innovation, human, and marketing components, and demonstrates the transformation of their roles under wartime challenges. A mechanism for forming the competitiveness of agricultural enterprises is proposed, based on the interaction of internal capabilities and external operating conditions. A comparative analysis of competitiveness factors in the pre-war period and in current conditions is conducted, confirming the growing importance of digitalization, alternative logistics, and state and international support. Special attention is paid to strategic approaches to enhancing the competitiveness of agricultural enterprises, among which differentiation, cost leadership, innovation-driven development, cooperation, and entry into foreign markets are identified as the most effective. A comprehensive phased strategy for the post-war recovery of agricultural enterprises is developed, which provides for a gradual transition from anti-crisis stabilization to strategic growth and the formation of long-term competitive advantages. The practical significance of the study lies in the possibility of applying the proposed approaches in the management of agricultural enterprises to enhance their resilience, efficiency, and competitiveness in the context of the transformation of agricultural markets.