IDENTIFICATION OF SCIENTIFIC CLUSTERS IN THE FIELD OF PROMOTION OF CONSTRUCTION SERVICES FOR AGRICULTURAL ENTERPRISES: IMPLICATIONS FOR MARKETING STRATEGY

Abstract

The rapid transformation of the agricultural sector, driven by sustainability demands, circular economy principles, digitalization, and stricter environmental regulations, has substantially increased the need for modern and specialized infrastructure. Consequently, agricultural enterprises are actively seeking advanced construction services to improve operational efficiency, reduce their environmental footprint, and strengthen long-term competitiveness. Nevertheless, the development of effective marketing strategies for promoting these construction services remains insufficiently studied in the scientific literature. The purpose of this article is to identify the main scientific clusters related to the promotion of construction services for agricultural enterprises based on bibliometric analysis and to formulate strategic implications for building companies’ marketing strategies. The study employed bibliometric methods using the Scopus database. Two search queries were conducted – one including the keyword “strategy” and the other excluding it. The samples consisted of 562 and 1,882 documents respectively. Conceptual mapping and cluster analysis were carried out with VOSviewer software. Publication dynamics from 2006 to 2025 were analyzed, including a trend forecast up to 2030, and the geographical distribution of research was examined. The results showed a steady exponential growth in the number of publications over the studied period. Five distinct research clusters were identified, covering the following key areas: bioenergy and agricultural biomass utilization, circular economy and waste management (including agricultural plastic waste), digital transformation and precision agriculture, biosecurity and the One Health concept in poultry farming, and technological innovation with technology adoption. The practical value of the study lies in offering a scientific basis for construction companies to develop differentiated marketing strategies. The identified clusters allow building firms to position themselves as strategic infrastructure partners for agricultural enterprises, providing specialized solutions ranging from green bioenergy facilities and circular waste management systems to smart farming infrastructure and biosecure livestock buildings. These findings can significantly improve market segmentation, value propositions, and competitive positioning in the B2B construction services market serving the agricultural sector.