THE ORGANIZATIONAL AND ECONOMIC MECHANISM FOR THE INTRODUCTION OF INNOVATIVE MARKETING IN THE MANAGEMENT SYSTEM OF AN AGRICULTURAL ENTERPRISE TO COMPETITIVENESS INCREASE

Анотація

In recent years, domestic scientists are actively studying the adaptation of aspects of innovative marketing for the management system of agricultural enterprises and the possibility of its implementation in their activities. However, the development of global economic processes requires constant improvement of the principles and tools of innovative marketing and their adaptation to modern conditions of agricultural enterprises to strengthen their position in domestic and foreign markets and increase their competitiveness. The purpose of this article is to systematize the components and determine the scheme of the organizational and economic mechanism for the introduction of innovative marketing in the management system of agricultural enterprises. The article analyzes the level of innovativeness of domestic agricultural enterprises, which, according to the results of the analysis, turned out to be at a rather low level. The author found that only a small number of enterprises in the agricultural sector carry out research work. The volume of expenditures on research activities in agriculture is also quite low. Most agricultural science research is funded by the business sector and slightly less by the public sector. At the same time, the distribution of costs for all fields of science in Ukraine is radically different, a significant part of the costs falls on the public sector and a very small percentage - on the business sector. Therefore, there is a significant potential for an increase in the costs of research and development works with the understanding from the part of entrepreneurs of the need for them to increase the competitiveness of agricultural enterprises. The article also proposes the organizational and economic mechanism for implementing innovative marketing in the management system of agricultural enterprises. It consists of the following subsystems: target; manager; managed; diagnostics; informational; motivation; planning and forecasting; controlling. Stable interaction between the subsystems of the organizational and economic mechanism of innovation marketing is a prerequisite for its effective functioning in the market and, as a consequence, increases the level of competitiveness of agricultural enterprises.

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