Adaptive development of the marketing subsystem of innovatively oriented agro-food enterprises in the context of globalization, change and project management

Abstract

The organization of adaptive development of a marketing subsystem in innovatively oriented businesses in the agro-food sector is currently relevant in globalization, managing changes, and projects. The study aimed to study the adaptive development of the marketing subsystem at innovatively oriented agro-food enterprises in the context of globalization, change, and project management. It is substantiated that the current stage of the development of a marketing subsystem and innovatively oriented businesses in the agro-food sector and supportive information about those that the traditional marketing concept is changing its orientation on consumers, supported by a complex of directing to satisfy the market's needs. The idea of marketing is based on the manifestation of actual and potential buyers and their needs, the designation of long-term and short-term goals of the agro-food sector, which can be achieved only to meet the needs of specific groups of people. Managing the marketing subsystem regarding globalization and managing changes and projects is a foldable but inevitable process. This process brings new possibilities. The positive impact of globalization is associated with the effect of competition, to the extent that it is unavoidable, and the negative one is with potential conflicts through this competition. The problems of globalization can be developed based on broad international cooperation, strengthening of designing and creating new international institutions. It has been shown that the features of the adaptive development of the marketing subsystem of innovatively oriented businesses in the agro-food sector in the context of globalization and the management of changes and projects are supported by a comprehensive story of transnationalization in the current regions of the businesses. The specifics of daily life are essential in the context of mutual deep economic analysis of the market processes to ensure the efficient use of available resources and the satisfaction of the living people. In the process of transnationalization, the development of effective management of the marketing subsystem and the recognition of the optimal proportions of cross-cultural and ethnic approaches to the marketing system are crucial while setting the goals of the market and developing the agro-food sector. Keywords: adaptive development, marketing subsystem, innovatively oriented enterprises, agriculture, globalization, change management, project management.