АДАПТИВНЕ СТРАТЕГУВАННЯ ПОВЕДІНКИ АГРОТРЕЙДЕРІВ НА РИНКАХ ЄС

Abstract

In today's globalised world, agri-trading plays a crucial role in ensuring livelihoods and development for agricultural producers and individuals and legal entities involved in the food supply chain. The purpose of the article is to study the main approaches to adaptive strategising of agri-traders' behaviour in the EU markets. The author identifies typical components that characterise the structure of business models of leading agro-trading companies. The problems faced by agro-traders and all those involved in the agricultural commodity trade system are identified. The transformation processes in the system of the value chain ‘production and sale of agricultural products’ are substantiated. The key positions of adaptive strategies for medium-sized agro-traders, which are in the most difficult competitive conditions, are substantiated. It is determined that adaptive strategising of agro-trading companies' behaviour is an objective condition for their development at the present stage. This approach to business management and development is based on constant adaptation to changes in the external environment. The main features of adaptive strategising of agro-traders' behaviour are identified. These include constant monitoring of the market, competitors, consumers and technological trends, which allows identifying potential threats and opportunities; development of strategic plans; structure and processes of the organisation, which should allow for quick decision-making and implementation of changes; stimulation of innovation and continuous training at all levels of the organisation; availability of adaptive thinking skills among company leaders. As a result, adaptive strategising of agri-traders' behaviour can reduce risks by responding quickly to changes; accordingly, organisations that adapt to changes faster can outperform competitors. Flexibility in planning and implementation will allow companies to optimise resources and increase the efficiency of business processes. Adaptive strategising, which is systematically implemented by agri-trading companies, requires a high level of coordination and change management; significant investments in technology and training, and often requires changes in corporate culture, which is often a complex and lengthy process. As a result, it is the adaptive strategising of agro-traders' behaviour that is critical for successful business development in today's dynamic and unstable market environment.