Abstract
The object of research is the process of innovation management in the marketing activities of agricultural enterprises, including the farm (Badalovo village, Zakarpattia region, Ukraine). One of the most problematic places is the low level of legal capacity of the departments of the agricultural enterprise for marketing activities. In the course of the study, abstract-logical, monographic, computational-constructive, economic-statistical and economic-mathematical methods were used, as well as methods of analysis and synthesis. The research results on the functioning of marketing in agricultural enterprises have shown that the intensification of the development of marketing activities and the transition to more advanced concepts directly depends on the effectiveness of marketing strategies. It is also shown that the solution to the problem of increasing the economic activity of agricultural enterprises in the market is supposed to be through organizational and economic changes aimed at reducing production and ensuring the economic results of marketing activities. It has been established that in conditions when there is a high level of competition in the agricultural market, it is marketing activity that is the determining factor that ensures the presence of competitive advantages. It is determined that the main activities for an innovative agricultural enterprise are: – conducting market research; – use of marketing areas to promote innovation; – building a system of relationships with other participants in the innovation process. Given the ever-growing interest in innovation, as a key success factor in strengthening the company's position in the market, the authors argue that the innovative and marketing activities of agricultural enterprises are the basic directions for their successful development. They also suggest developing methodological approaches to the formation of management methods based on marketing principles and ways of introducing and improving the marketing management system in agricultural enterprises. Thanks to the research carried out in the farm, the proposals on the introduction, development and optimization of the No-till system of zero tillage in the Phoenix farm are substantiated.
Highlights
The transformation of the country’s economy has led agrarian enterprises to seek new approaches, ways, me thods and mechanisms to achieve competitive advantages in a dynamic market. This situation requires the management of the agricultural enterprise to build a strategy for its development on the basis of certain innovative management methods
Given the new realities of economic life and international economic relations, there is a need for new approaches to innovation policy, building an innovative type of economy
The object of research is the process of innovation management in the marketing activities of agricultural enterprises, including the Phoenix farm (Badalovo village, Zakarpattia region, Ukraine)
Summary
The transformation of the country’s economy has led agrarian enterprises to seek new approaches, ways, me thods and mechanisms to achieve competitive advantages in a dynamic market This situation requires the management of the agricultural enterprise to build a strategy for its development on the basis of certain innovative management methods. The experience of foreign agricultural enterprises that are leaders in the industry, Ukraine’s transition to an innovative development path, as well as existing trends in increasing the number of innovative processes indicate that in modern conditions the main tools of entrepreneurship are innovative processes It is these processes that can ensure the further development of Ukrainian enterprises of agricultural entrepreneurship, allow them to compete in the domestic and world markets, and it is precisely on their implementation that it is necessary to focus attention. One of the most important factors in increasing innovation activity in enterprises – use of marketing innovation, which is an integral part of the process of developing, introducing into production and promoting a new product
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