МАРКЕТИНГОВІ МЕХАНІЗМИ ТРАНСФОРМАЦІЇ ВАРТОСТІ В МІЖНАРОДНІЙ АГРОПРОДОВОЛЬЧІЙ СИСТЕМІ: ВІД ЛАНЦЮГІВ ВАРТОСТІ ДО ЦИФРОВИХ БІЗНЕС-ЕКОСИСТЕМ
Анотація
Стаття присвячена дослідженню маркетингових механізмів трансформації виробничо-технологічної вартості у споживчу цінність в міжнародній агропродовольчій системі. Здатність компаній перетворювати виробничу базу на ринково привласнювану цінність є ключовим фактором конкурентоспроможності на міжнародних агропродовольчих ринках. На основі порівняльного аналізу шести провідних глобальних компаній — Nestlé, Danone, Cargill, Bunge, Syngenta та Tyson Foods — виявлено три структурні типи механізмів: брендоцентричний, інтегровано-ланцюговий та інноваційно-технологічний. Встановлено, що цифровізація підсилює наявні механізми конвертації вартості, а ESG-практики виконують різні функції залежно від типу бізнес-моделі. Результати є практичним орієнтиром для українських агропродовольчих компаній при переході від сировинної до ціннісно-орієнтованої стратегії розвитку.
Посилання
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Klingenberg, C. O., Júnior, J. A. V. A., & Müller-Seitz, G. (2022). Impacts of digitalization on value creation and capture: Evidence from the agricultural value chain. Agricultural Systems, 201, 103468. https://doi.org/10.1016/j.agsy.2022.103468
Jablonski, B. B. R., Schmit, T. M., & Kay, D. (2016). Assessing the economic impacts of food hubs on regional economies: A framework that includes opportunity costs. Agricultural and Resource Economics Review, 45(1), 143–172. https://doi.org/10.1017/age.2016.9
Mancuso, I., Petruzzelli, A. M., & Panniello, U. (2023). Innovating agri-food business models after the Covid-19 pandemic: The impact of digital technologies on the value creation and value capture mechanisms. Technological Forecasting and Social Change, 190, 122404. https://doi.org/10.1016/j.techfore.2023.122404
Hackfort, S., Marquis, S., & Bronson, K. (2024). Harvesting value: Corporate strategies of data assetization in agriculture and their socio-ecological implications. Big Data & Society, 11. https://doi.org/10.1177/20539517241234279
Kanellos, N., Karountzos, P., Giannakopoulos, N., Terzi, M., & Sakas, D. (2024). Digital marketing strategies and profitability in the agri-food industry: Resource efficiency and value chains. Sustainability, 16(14), 5889. https://doi.org/10.3390/su16145889
Vlachopoulou, M., Ziakis, C., Vergidis, K., & Madas, M. (2021). Analyzing AgriFood-Tech e-business models. Sustainability, 13(10), 5516. https://doi.org/10.3390/su13105516
Glaros, A., Thomas, D., Nost, E., Nelson, E., & Schumilas, T. (2023). Digital technologies in local agri-food systems: Opportunities for a more interoperable digital farmgate sector. Frontiers in Sustainability, 4. https://doi.org/10.3389/frsus.2023.1073873
Jayashankar, P., Johnston, W. J., Nilakanta, S., & Burres, R. (2020). Co-creation of value-in-use through big data technology: A B2B agricultural perspective. Journal of Business & Industrial Marketing, 35(3), 508–523. https://doi.org/10.1108/JBIM-12-2018-0411
Csordás, A., Pancsira, J., Lengyel, P., Füzesi, I., & Felföldi, J. (2022). The potential of digital marketing tools to develop the innovative SFSC players' business models. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 122. https://doi.org/10.3390/joitmc8030122
Prause, L., Hackfort, S., & Lindgren, M. (2021). Digitalization and the third food regime. Agriculture and Human Values, 38(3), 641–655. https://doi.org/10.1007/s10460-020-10161-2
Alkahtani, M., Khalid, Q., Jalees, M., Omair, M., Hussain, G., & Pruncu, C. (2021). E-agricultural supply chain management coupled with blockchain effect and cooperative strategies. Sustainability, 13(2), 816. https://doi.org/10.3390/su13020816
Bohnsack, R., Rennings, M., Block, C., & Bröring, S. (2024). Profiting from innovation when digital business ecosystems emerge: A control point perspective. Research Policy, 53, 104961. https://doi.org/10.1016/j.respol.2024.104961
Wysel, M., Baker, D., & Billingsley, W. (2021). Data sharing platforms: How value is created from agricultural data. Agricultural Systems, 193, 103241. https://doi.org/10.1016/j.agsy.2021.103241
Masi, M., De Rosa, M., Charatsari, C., Lioutas, E., & Vecchio, Y. (2025). Enhancing value creation in short food supply chains through digital platforms. Agricultural and Food Economics, 13. https://doi.org/10.1186/s40100-025-00377-3
Dybchuk, L., Holovchuk, Yu., Nahorna, O., Yashchenko, M., Svyryd, O., & Kunets, K. (2024). Optimising content in the distribution of trade and agro-industrial enterprises through digital content marketing. Pakistan Journal of Life and Social Sciences, 22(2), 10415–10427. https://doi.org/10.57239/pjlss-2024-22.2.00787
Vlasenko, O., & Budnik, O. (2020). The digital transformation of marketing technologies: Cooperative vector. Scientific Horizons, 91(6), 42–51. https://doi.org/10.33249/2663-2144-2020-91-6-42-51
Utami, H., Alamanos, E., & Kuznesof, S. (2019). Co-creation benefits by re-configuring the value network in creative agri-food transformation through the SMEs e-commerce channel. Proceedings of the International Conference on Trade 2019 (ICOT 2019). https://doi.org/10.2991/icot-19.2019.14
De Souza, M., Pereira, G., De Sousa Jabbour, A., Jabbour, C., Trento, L., Borchardt, M., & Zvirtes, L. (2021). A digitally enabled circular economy for mitigating food waste: Understanding innovative marketing strategies in the context of an emerging economy. Technological Forecasting and Social Change, 171, 121062. https://doi.org/10.1016/j.techfore.2021.121062
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Bunge Limited. (2024). Annual Report 2023. Retrieved April 20, 2025, from https://www.bunge.com/investors/annual-reports (accessed April 20, 2025)
Syngenta Group. (2024). Annual Report 2023. Retrieved April 20, 2025, from https://www.syngentagroup.com/investors/reports (accessed April 20, 2025)
Tyson Foods, Inc. (2024). 2023 Annual Report. Retrieved April 20, 2025, from https://www.tysonfoods.com/investors/financial-information/annual-reports (accessed April 20, 2025)
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