DIGITAL MARKETING ECOSYSTEM OF AGRIBUSINESS: ENTERPRISE READINESS AND BRIDGING THE DIGITAL DIVIDE

Анотація

In the current context of large-scale digital transformation of the economic space, where key production, management, and logistics processes are acquiring a digital format, digital marketing and management tools play an increasingly important role in ensuring the balanced development of the agricultural sector. The purpose of the study is to determine the actual state of readiness of agribusiness enterprises for the formation of a digital marketing ecosystem, to identify the factors of the digital divide, and substantiate a model for overcoming it. The methodology for studying digital marketing transformations in the agricultural sector is associated with the use of analytical methods, as well as expert assessments of agricultural market practitioners and specialists in the field of digital technologies to determine the readiness of agricultural business enterprises to use digital marketing tools. The study identified uneven pace and scale of digital technology implementation across regions, which is determined by both the level of enterprises resource provision and competitive pressure within individual regions. A significantly higher intensity of digital activity of large agricultural holdings was revealed, which is due to their significantly stronger financial potential and opportunities for development. Expert evaluation of major agroholdings was carried out using key parameters of digital transformation, including the corporate digital environments development level, the intensity of innovative agrotechnology implementation in production processes, and the degree of integration of advanced digital technologies into business models. A high level of integration of modern digital solutions into enterprise business models was identified. The analysis of the digital presence of small agricultural enterprises confirms the existence of a significant digital gap between them and large agricultural holdings. This gap is the result of a combination of institutional and resource constraints, including limited financial resources, lack of access to qualified marketers and IT specialists, fragmented knowledge of modern digital tools and practices, and insufficient strategic vision of the long-term competitive advantages provided by their implementation. To overcome this gap, a conceptual model of a digital marketing ecosystem is proposed, which will enable small and medium-sized agricultural enterprises to overcome digitalization barriers, expand their sales markets, and enhance their competitiveness.

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