Marketing Of Agricultural Products Research Articles

The Design of Building The Creative Characters on Literation Based on Youth Locality: A Case Study in Panti Village, Jember Regency

This research aimed to describe the relationship between women and nature in maintaining and preserving the natural environment. The relationship was illustrated in problems 1) the existence of patriarchal power on women of Lou Dempar, which causing sexual violence in the "Fire Cloud Smoke/Api Awan Asap" novel; 2) women's intelligence due to the knowledge they had in maintaining the biodiversity of Lou Dempar in the "Fire Cloud Smoke/Api Awan Asap" novel; 3) women's intelligence in preserving the traditions of the ancestors of Lou Dempar in the "Fire Cloud Smoke/Api Awan Asap" novel. This research used descriptive qualitative research with an ecofeminism approach. There were 2 kinds of data in this research, they were primary data consisting of words, phrases and sentences quoted from the "Fire Cloud Smoke/Api Awan Asap" novel written by Korrie Layun Rampan, while the secondary data were in the form of other data obtained from the reading of journals, books, newspapers that had a relation with primary data. The research data were collected by using the documentation technique. Data analysis techniques used were identification, classification, analysis, and triangulation. The results and discussion stated that patriarchal power penetrated nature and women became the victims, but Nori appeared as a representation of a woman who had the knowledge and also thought in advancing the village by taking care of nature or biodiversity. The Lou Dempar community rose up in terms of agriculture, animal husbandry, mastery of modern technology, and marketing of agricultural products. Women's knowledge was able to preserve nature, including preserving the hereditary traditions of Lou Dempar cultural community. Vandana sHiva's ecofeminism showed the relationship between women's knowledge, protecting culture and biodiversity.

Women’s Knowledge and Biodiversity of Lou Dempar Cultural Community in A "Fire Cloud Smoke/Api Awan Asap" Novel Written by Korrie Layun Rampan: Ecofeminism Study

This research aimed to describe the relationship between women and nature in maintaining and preserving the natural environment. The relationship was illustrated in problems 1) the existence of patriarchal power on women of Lou Dempar, which causing sexual violence in the "Fire Cloud Smoke/Api Awan Asap" novel; 2) women's intelligence due to the knowledge they had in maintaining the biodiversity of Lou Dempar in the "Fire Cloud Smoke/Api Awan Asap" novel; 3) women's intelligence in preserving the traditions of the ancestors of Lou Dempar in the "Fire Cloud Smoke/Api Awan Asap" novel. This research used descriptive qualitative research with an ecofeminism approach. There were 2 kinds of data in this research, they were primary data consisting of words, phrases and sentences quoted from the "Fire Cloud Smoke/Api Awan Asap" novel written by Korrie Layun Rampan, while the secondary data were in the form of other data obtained from the reading of journals, books, newspapers that had a relation with primary data. The research data were collected by using the documentation technique. Data analysis techniques used were identification, classification, analysis, and triangulation. The results and discussion stated that patriarchal power penetrated nature and women became the victims, but Nori appeared as a representation of a woman who had the knowledge and also thought in advancing the village by taking care of nature or biodiversity. The Lou Dempar community rose up in terms of agriculture, animal husbandry, mastery of modern technology, and marketing of agricultural products. Women's knowledge was able to preserve nature, including preserving the hereditary traditions of Lou Dempar cultural community. Vandana sHiva's ecofeminism showed the relationship between women's knowledge, protecting culture and biodiversity.

Development of portable user-interactive holographic information collector for agricultural product markets

The efficient and accurate collection of agricultural product market information serves as the basis for the effective regulation of agricultural product markets. To achieve a comprehensive, accurate, and timely collection of agricultural product market information, this study puts forth a technique for collecting holographic information of agricultural product markets. A portable human-machine interaction device with an Advanced RISC (reduced instruction set computer) Machines (ARM)-based processor as the core is developed. Holographic information such as agricultural product market trading time, trading place, product name, price, and trading volume can be collected. Via embedded technology and component technology, innovative agricultural product market positioning, and matching, standardized collection, and data processing, and in combination with intelligent algorithms for analysis and early warning, a mobile application terminal for information collection is developed, namely, a holographic information collector for agricultural product markets (named Nongxincai). By using a layered structure, the hardware integrates microprocessor, storage, power, application and communication interface, and human-machine interaction modules. The device has the advantages of miniaturization, the whole-machine power consumption of less than 0.5 W, and continuous operating time of at least 10 h. A supporting software system for Nongxincai has also been developed, in which Microsoft Windows Mobile 6.5 is employed as the operating system, and the CPU frequency is up to 600 MHz. This configuration fully meets the computing requirements of map processing and large-volume data processing and has high compatibility. Nongxincai has been popularized and applied in 12 provinces/municipalities in China. It has played an important role in the monitoring and early warning of different varieties of agricultural products and target prices of soybean and cotton. Keywords: agricultural product market, holographic information, portable, user-interactive, information collector, monitoring and early warning DOI: 10.25165/j.ijabe.20201303.5845 Citation: Xu S W, Li D H, Zhang Y E, Chen W, Zhuang J Y, Liu J J, et al. Development of portable user-interactive holographic information collector for agricultural product markets. Int J Agric & Biol Eng, 2020; 13(3): 143–153.

The possibility of using the PPP mechanism (public-private partnership) in the construction of logistics centers for processing and marketing of agricultural products

The article deals with topical issues of the possibility of using the mechanism of public private partnership in the construction of logistics centers for processing and marketing of agricultural products. The development of the agro-industrial complex creates a favorable atmosphere for cooperation between the state and private business. The use of this mechanism allows both parties to obtain the maximum benefit from such an Alliance. It is necessary to consider the possibility, prospects and economic efficiency as a result of the construction of logistics complexes for agricultural products. The favorable outcome will be the opportunity for farmers and the local population to sell their products, an increase in the number of jobs and an increase in the reserves of the raw material base. The article presents the prospects for the use of the PPP mechanism in the construction of logistics centers of the agro-industrial complex. The authors of the article analyze the effectiveness of this mechanism in modern conditions and put forward proposals to optimize the process.

ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ ПОЛІТИКИ ВИРОБНИКІВ ОРГАНІЧНОЇ СІЛЬСЬКОГОСПОДАРСЬКОЇ ПРОДУКЦІЇ В УКРАЇНІ

Introduction. The market of organic agricultural products in Ukraine is developing dynamically. Organic products are specific not only in terms of resources, technologies, quality characteristics, but also in terms of demand formation, pricing policy, promotion, sales. The transition of agricultural enterprises to organic production necessitates the formation of an effective management system, organization of production, sale of high quality products to meet the needs of consumers. Peculiarities of marketing policy of organic agricultural products producers of in Ukraine are revealed. The peculiarities of marketing planning taking into account the specific of organic products are revealed. The peculiarities of the marketing complex of organic producers are considered. Purpose. The purpose of the article is to substantiate the peculiarities of the marketing policy of organic agricultural products producers in Ukraine. Results. The market of organic agricultural products in Ukraine is in its active formation, which necessitates the development of a specific marketing policy for producers of these products. The set of motives for the consumption of organic goods differs from other countries. If domestic consumers set high standards for the appearance of products and following the trends of healthy eating, then in Europe the health benefits and the availability of quality guarantees for organic products come first. The specifics of the stages of planning the marketing policy of organic producers are considered: the choice of the company's mission taking into account the capabilities of the internal environment; choice of market segment; development of a marketing complex. Given the stages of formation of marketing policy, measures are proposed within the marketing complex for product, price, sales and promotion of organic products. Originality. The types of strategies for the sale of organic products, which are based on the main channels of its sale, are generalized: the strategy of entering the foreign market, the strategy of indirect sales, the strategy of combined sales and the strategy of direct sales. Each of these strategies is characterized by specific means of promoting goods and bringing them to the consumer. Given the ratio of sales of organic goods within the country and their exports, it should be noted that domestic producers mainly use the strategy of entering foreign markets. When using it, the main channel for the sale of environmentally friendly goods is export. Conclusion. Successful formation of marketing strategies for the sale of organic products by domestic enterprises should be based on an understanding of the specifics of products and the market in which it will be sold. The peculiarities of the development of these strategies also provide a description of producers and potential consumers of environmentally friendly certified products, which allows you to more accurately predict scenarios for the development of enterprises in the developed areas.

Interpersonal teamwork among ethnic groups toward economic development in transmigration areas

This study purposed to reveal some interpersonal teamwork form as well as remarkable social norms for mutual interest in economic development among members of ethnic groups in transmigration areas. The method used in this research is qualitative. The finding indicated that the most dominant social field influencing social teamwork interaction was economic life. The form of the teamwork could be seen in the paddy field, in the processing of rice fields and rice cultivation in the marketing of agricultural products. This cooperation among ethnic groups was based on the values and norms adopted by each ethnic group.

РАЗВИТИЕ АПК С ИСПОЛЬЗОВАНИЕМ ЦИФРОВЫХ ТЕХНОЛОГИЙ КАК УСЛОВИЕ МОДЕРНИЗАЦИИ РЕГИОНАЛЬНОЙ ЭКОНОМИКИ

At the present stage of development of the agro-industrial complex (AIC), the role of scientific research and the implementation of their results in the agrarian sector has significantly increased. This is due to the activation of the agricultural sector in the innovation sphere and the emergence of a new form of financing capital investments for agricultural enterprises, i.e. risk capital. The transition of the agro-industrial complex economy to an innovative track makes it possible to pursue a flexible policy in relation to the competitiveness of products. The active introduction of digital technologies in the production and marketing of agricultural products is aimed at bringing society and industry to a new technological level. Advantages of digital technologies: introduction of remote operation, reduction of the cost of manufactured products, free access to the market for all agribusiness entities, facilitation of data collection and processing operations, etc. As technologies continue to develop, digital technologies also continue to expand, since the range of goods and services in the agro-industrial sector of the national economy is constantly growing. However, studies have shown that not all companies in the agricultural sector in the Russian market have the opportunity to implement an innovation policy, and most importantly, not everyone knows how to attract investment in their project and get financial benefits from it. The work revealed the reasons that hinder the work of the agro-industrial complex of the Russian Federation. On the basis of the research carried out, the forms of organizing innovation processes were proposed, which are most acceptable for the functioning of agricultural organizations. These forms may in the future help to overcome the problems in the modernization of the agro-industrial complex economy. In accordance with the peculiarities of the nature of production in the agricultural sector, criteria for assessing the innovativeness of enterprises were determined, which makes it possible to choose the direction of investment.

Problems in the marketing of agricultural products in India - An overview

Problems in the marketing of agricultural products in India - An overview

OPTIMIZATION OF LOGISTICS SOLUTIONS TO ENSURE STRATEGIC MANAGEMENT OF AGRICULTURAL ENTERPRISES

Relevance of research. Optimization of logistics solutions taking into account the competitiveness of agricultural enterprises actualizes the provision of strategic management of their development. The purpose of the study: to study the methodological approaches to the formation of effective strategies for managing the logistics activities of enterprises and to determine the relationship between the formation and evaluation of the effectiveness of the logistics development strategy as elements of competitive advantage. Methodology and scientific methods: dialectical, abstract-logical, factorial, economic-statistical, monographic methods are used. Research results: the article considers the essence of logistics management and the problems of ensuring strategic management of agricultural enterprises through the development of optimal logistics strategies. The expediency of using a logistical approach in the management of strategic development of enterprises, which allows you to clearly and quickly respond to the level of consumer demand and meet it with minimal costs and stocks. Therefore, it significantly depends on a certain set of factors. The factors on the application of which the efficiency of the implementation of the logistics management strategy depends are stated. It is proposed for agricultural enterprises to focus strategic logistics management on the strategy "Ensuring the competitive advantages of the enterprise" on the principles of the logistics strategy "Maximization of income and profits", which allows using a marketing approach to increase the competitiveness of the enterprise in the agricultural market. Strategies of logistics management as ways of systematization of logistics tasks within the limits of improvement of a logistic component of economic activity and strengthening of a strategic position of each enterprise, based on the corresponding concepts of logistics, construction of integrated structure of logistic systems and orientation of all links of logistic chains on final results. The results of the solution of the proposed logistics project allow to compare in the system of optimized and actual results of distribution of products through sales channels and to identify patterns in certain periods of entry of farms into the market of agricultural products. It is determined that the most promising and practically important direction of development of research of efficiency of strategic logistic management of the enterprise is the account in system of estimation not only of indicators of performance of logistic operations, but also indicators of efficiency of administrative logistic processes. Research framework / possibility of using the results: the proposed method of substantiation of the choice of logistics strategic alternatives depending on: ensuring the competitive advantages of the enterprise and maximizing income and profits allows using a marketing approach to increase the competitiveness of the enterprise in the agricultural market. Practical significance: the project of the logistic decision in the field of stimulation of sale and distribution policy for the agrarian enterprise is offered, the estimation of efficiency of strategic logistic management of the enterprise on indicators of logistic flows is carried out, conclusions concerning prospects of introduction of competitive strategies of management of logistic activity in agrarian sphere are made. Social consequences: the results of this assessment affect the adoption of optimal logistics decisions by the management of agricultural enterprises to ensure their own competitive advantages in the market.

Marketing Strategy Analysis of Green Agricultural products -- Taking Daqing of Heilongjiang Province as an Example

Nowadays, food safety has been paid close attention to. People's consumption demand for safe and green agricultural products is constantly increasing. With the increasing green consciousness of consumers, green agricultural products will become an indispensable part of human pursuit of healthy life, which is the inevitable trend of development. In recent years, the status of agricultural products has been greatly improved, but there are still some problems to be improved in the marketing of urban agricultural products, such as the limitation of target customers, the lack of brand building, the weak marketing strength and the low market recognition. Based on the analysis of the consumption intention and purchase behavior of urban residents for green agricultural products, and on the basis of the analysis of typical foreign development models, this paper explores and puts forward marketing strategies to break through the development dilemma of green agricultural products, strengthen the brand construction of green agricultural products, optimize the logistics distribution and circulation system, and promote the construction of green agricultural products traceability platform with big data.

ПОТЕНЦИАЛ РАЗВИТИЯ ОРГАНИЧЕСКОГО СЕЛЬСКОГО ХОЗЯЙСТВА НА РЕГИОНАЛЬНОМ УРОВНЕ

The market of organic agricultural products in Russia and in the world is analyzed. The main factors (macro-, meso - and micro-levels) affecting the production of organic products are highlighted. The conditions of growth in demand for organic products are analyzed. The potential for the development of organic agriculture, consisting of agricultural, environmental, market and management types of potential, and indicators for assessing this potential, are identified. The potential of organic agriculture development in the Saratov region is evaluated. Measures of state support for organic production in the regions of the Russian Federation and in the Saratov region and the degree of demand for certain measures are analyzed.

Marketing Strategy of Green Agricultural Products based on Consumption Intention

With the improvement of people's living standards and the increasing emphasis on food safety, the green agricultural products industry has been growing. Based on the current achievements of Heilongjiang agricultural product brand and marketing, this paper analyzes the demand, price, channel, promotion and other aspects of green agricultural products from the perspective of consumer willingness and consumer behavior. Combined with the natural conditions of green agricultural products and based on the actual situation, this paper puts forward feasible marketing strategies for green agricultural products. On the one hand, the development of green agricultural products industry is conducive to creating a green and environmental business environment. On the other hand, it can further promote food safety, tap the local market demand, develop potential customers, and explore the combination of modern information technology and agricultural development. Some marketing strategies to adapt to the green agricultural products are put forward, such as expanding the docking of agricultural supermarkets, developing the community green agricultural products supermarkets, and the new development of mobile e-commerce.

ЧИННИКИ ЗАЛУЧЕННЯ ЗАОЩАДЖЕНЬ ДОМОГОСПОДАРСТВ НА РИНОК БАНКІВСЬКИХ ДЕПОЗИТІВ УКРАЇНИ: РЕГІОНАЛЬНИЙ ВИМІР

The article provides economic indicators of the EU and Ukraine, in particular the share of agriculture and indicators of food exports and imports. The changes that took place have been analyzed in the land market and in general in the market of agricultural products of Ukraine, and it was found that during 2015-2019 there was a negative trend of decreasing economic efficiency of agricultural production. It is concluded that the level of profitability of production of horticultural, grain and legume crops tends to decrease. It was found that the structure of exports of Ukrainian products is dominated by crop products, and the share of livestock products is insignificant. Noted that the increase in the value of exports of agricultural goods over the past three years is positive and the most profitable now will be the export of truffles from Ukraine to EU countries. According to FAOSTAT (Food and Agriculture Organization of the United Nations), namely the indicators of profitability and production of truffles, a conclusion was made on the competitiveness of Ukrainian truffles in the EU market. It has been determined that the agricultural sector activity has positive and negative moments in the territories of Ukraine. It has been concluded that the Ukrainian government has to focus on a policy aimed at balancing the tax burden, introducing certification for the European market.

Analysis of Agricultural Product Brand Marketing Strategy

As a miraculous agricultural country, China's agriculture has always been the foundation of its economic construction. In recent years, China has been encouraging the innovative development of modern agriculture. With the rapid development of science and technology, the characters of live standards and lifestyles have also greatly developed, and traditional agriculture has been changing quietly. The land is changing, gradually towards modern agriculture. Through literature analysis and case analysis, this paper analyzes the development trend of modern agriculture innovation and the characteristics of modern agriculture. In addition, the paper analyzes the influence of the status of Chinese agricultural product brand marketing on the modern agricultural innovation on the brand marketing of agricultural products, and puts forward the brand marketing strategy of agricultural products. In order to promote China's agricultural supply side reform, improve agricultural efficiency, increase farmers' income, accelerate the establishment and development of agricultural brand to provide a theoretical basis.

ВПЛИВ ЕКОНОМІЧНОЇ ГЛОБАЛІЗАЦІЇ НА ЕКСПОРТНИЙ ПОТЕНЦІАЛ АГРОПРОМИСЛОВОГО КОМПЛЕКСУ УКРАЇНИ

The article is devoted to the study of the peculiarities of the functioning of the agro-industrial complex of Ukraine in terms of international competition strengthening. The authors study the state and compliance of the development of the market of agro-industrial products of Ukraine with global trends. It is noted that the agro-industrial complex of Ukraine continues to be affected by a number of negative factors that hinder the development of the industry and do not allow to fully use all available export potential. The latest research and publications of leading economists on the development of agro-industrial production, on the problems of agricultural enterprises in foreign markets are analyzed. Ukraine is confidently increasing its position on the world market in terms of exports of agro-industrial products. However, maintaining the achieved results and reaching the leaders in new product segments require addressing the complex issue of accelerated technological development of agriculture and production, stimulating ecological certification and promoting a higher level of processing of exported products. Grounded main ways to solve them improve trends in the export of agricultural products Ukraine, formed list of measures to maximize the export potential of AIC Ukraine. It is concluded that both effective foreign economic activity of agrarian enterprises and the integration of the state to the EU depends on various issues. Provided Ukraine's foreign economic activity achieves the level of developed countries, the state will be able to take a competitive place at the world market of agricultural products and consolidate its positions. To improve the situation, it is proposed to fight corruption in the agro-industrial complex, increase the level of transparency of agribusiness in Ukraine, promote environmental certification, simplify the tax system, develop technological and innovation infrastructure of the agro-industrial complex of Ukraine and more. The proper functioning of the domestic agro-industrial market and its infrastructure as well as the financial market is a significant factor of further Ukraine's agriculture development.

Analysis of export and import structures using network methods (on the example of the agricultural market)

Analysis of trade cooperation between countries and identification of the most significant market participants is of great importance, both theoretically and empirically. The global trading community forms a network of international relations defined by trade contracts in various industries. Export-import trade flows are one of the key indicators of the level of cooperation among countries and the state of the global economy. The high intensity of such contacts across groups of countries suggests the existence of clusters in this market segment,consisting of central players — exporters and importers, who often define rules for other participants.Understanding the existence and identification of such a center helps to develop an optimal international trade strategy. The purpose of this contribution is to identify factors affecting trade flows among different countries. Statistical analysis of the international trade relations does not always reveal all the essential aspects of cooperation. This paper combines the methods of graph theory and econometric analysis to study the parameters of trade flows among countries. The parameters used in the network analysis make it possible to obtain additional characteristics of market participants, which help to evaluate their significance in the world trade. The paper also identifies some key mathematical and economic characteristics of export-import flows connecting destination countries. We have analyzed the directions of changes in world trade and established correspondences between metric characteristics of graph vertices and parameters of world trade models. The Russian indicators in export/import categories and its largest sales agents are estimated. The identification of the key intermediaries and importers (centers and authorities) on each of the markets in question has been carried out. As an example for this identification the market of agricultural products among the world’s largest exporters and importers of the product were used.

Establishing Food Business of Local State-Owned Enterprises in Agriculture and Agribusiness

The agricultural sector contributes positively to regional economic development. However, current government programs tend to prioritize only on the supply side. It can cause an imbalance between demand, supply, and market inefficiency. To overcome the problems, the regional government can establish a food BUMD, especially in East Java. This research aims to formulate a strategy for establishing a food BUMD as a step in developing agriculture and agribusiness in East Java. The analysis method used was SWOT by examining internal and external factors as the basis for efficient strategy formulation. The results showed that East Java's agricultural conditions were in quadrant I (aggressive strategy). Recommended strategies that can be done are mapping and prospecting agricultural production in each region, maximizing infrastructure and social capital to build a supply and value chain, maximizing the marketing of agricultural products through information and technology to reach a broader market. Besides, developing the potential areas to agropolitan area, assisting young agricultural entrepreneurs, and formulating policies to facilitate local agricultural product marketing are suggested. The establishment of the East Java Food BUMD is a strategic step with significant support for the East Java economy and can create strong cooperation with small farmers and strengthen social capital (trust, norm, and networking). Therefore, it will create a balance of supply and demand in the market, which increases the economic level of East Java people.

Technology of microwave treatment of cameline seeds and its economic efficiency

The purpose of the paper is a feasibility study on the effective implementation of microwave treatment technology for oilseeds during pre-sowing treatment and oil pressing while improving the quality of vegetable oil, including rapeseed, camelina and mustard oil, and increase in its production. The objectives of the study are calculation of the volume of extra products received, ensured by the application of the proposed technology; defining the oil quality parameters; development of methods for calculating the economic efficiency of the project; adaptation of methods for assessing the economic efficiency of an economic entity to the specifics of processing agricultural enterprises. The paper substantiates the possibility of implementing a project for the processing oilseeds using microwave technology in accordance with the requirements of the State Program for the Development of Agriculture and the regulation of the market for agricultural products, raw materials and food for 2013-2020 and the possibility of implementing the project, taking into account the obtaining grants by agricultural processing consumer cooperatives for the development of the material and technical base. The authors determined the effective treatment regime for camelina, rapeseed and mustard seeds during pre-sowing treatment and oil press. The characteristics of the oil, the treatment regime are presented. The expected increase in production provided by the implementation of the developed microwave technology is calculated. A methodology for the economic feasibility of the project is proposed and basic economic indicators are calculated that prove the economic efficiency of the project. Calculations and recommendations can be used by processing enterprises in order to increase economic efficiency by increasing production, as well as increasing productivity due to pre-sowing seed microwave treatment.

Performance audit model of incentive measures in sale channels in agricultural households of the Republic of Serbia

Today, in modern business, all organizations and farms, are required to maximize organizational performance in order to achieve appropriate market success. In order to raise organizational performance to the maximum level, continuous monitoring of business activities and their results is necessary. They are monitored by internal control, ie internal audit. Within their sales channels, farms often set up their holdings without a predefined sales plan with well-defined costs. A constant obstacle to the marketing of agricultural products, in addition to the low price, is the high cost of realization. For this reason, the state tries to support the development of farms and promote the sale of agricultural products through various incentive measures. In order to evaluate how much these measures really contribute to its development, it is necessary to conduct a research on this topic and, based on the results of the research, to devise a model of the performance audit of incentive measures for sales channels of agricultural products which are produced on agricultural households of the Republic of Serbia.The abstract should contain a maximum of 150 words. The abstracts should avoid any abbreviations and mathematical formulas.

Regional Aspects of the Development of Clustering in the Dairy Branch

In this paper, we study the classical and modern approaches to the formation of regional agro‑industrial clusters. In the current market conditions, the creation of a cluster based on the existing regional infrastructure is impractical. In most cases, clusters are called holding structures that include the full cycle of production, processing and marketing of agricultural products, for example, “dairy clusters” –there are traditional groups of companies that formally follow the classical cluster principles, but do not give individual participants in the production process sufficient organizational and legal autonomy. The conditions for the development of innovation within the cluster, as well as the mechanism for creating the scientific and innovation component of the cluster as a fully‑ledged newly created cluster element are investigated. We show that the cluster should be created on the basis and strict adherence to fundamental organizational and economic principles. In particular, while in holdings the economic result of the activity is aimed at achieving the goals of the parent company, in a cluster the maximum interest in the result and the satisfaction of the economic interests of all participants in equal measure should be laid. Moreover, the classical cluster approach in the current market conditions may be unrealizable and the author’s concept of cluster development is preferable.