INVESTMENT ATTRACTIVENESS OF AGRICULTURAL ENTERPRISES AS A PREREQUISITE FOR THE IMPLEMENTATION OF INNOVATIVE DEVELOPMENT STRATEGIES

Abstract

Introduction. At the current stage, the scientific-technological and innovative component in the activity of agricultural enterprises is gaining extraordinary importance. Studying the role of investments in agriculture, highlighting the factors that affect the investment attractiveness of the industry, will allow to develop effective strategies for the development of enterprises in the agrarian sector, to implement innovative solutions and mechanisms to improve the investment attractiveness of agricultural production. Methods. The authors used the following research methods: a systematic approach for understanding the agricultural enterprise as an open system under the influence of factors of marketing environment; monographic method for clarification of the essence of investment attractiveness and the detection of cause and effect relationships between investment attractiveness and innovative development, statistical methods for analysing the dynamics of investment processes in the agricultural sector of Ukraine and a graphic method for the identification of results. Results. As a result of the research, the importance of investment attractiveness as a prerequisite for the implementation of the marketing strategy of innovative development is substantiated. Factor affecting investment attractiveness is researched in the context of the agricultural industry, taking into account the peculiarities and specifics of the industry. An analysis of the essence of each factor was carried out, conclusions were drawn based on the analysis and methodical approaches for making strategic management decisions and forming innovative development strategies are outlined. Іt was established that the agricultural sector is potentially attractive for investment. The role of investments in agriculture in general is described, the need for investment support is substantiated, its implementation with the help of mechanisms of state involvement. Variants of innovative development strategies are offered depending on the level of investment attractiveness. Discussion. Further scientific research should be aimed at identifying and forecasting synergistic effects from the integrated application of marketing approaches, strategic management of the enterprise, increasing the level of investment attractiveness of enterprises in the agrarian sector. Keywords: investment attractiveness, agricultural enterprise, strategy, innovative development.