Marketing-Oriented Foresight as a Strategic Direction of Agrarian Enterprises' Activity in the Context of Environmental Sustainability and Climate Adaptation

Анотація

The article examines marketing-oriented foresight as a strategic tool for agrarian enterprises amid global instability. The theoretical and methodological foundations of integrating the marketing approach with foresight technologies in agricultural strategic management are defined. The authors substantiate an original concept of «marketing-oriented foresight» that combines prognostic-analytical methods, market orientation, and strategic planning adapted to agribusiness specifics. A structural-functional model for marketing-oriented foresight implementation across enterprises of various sizes is proposed, and international experience is analyzed with recommendations for Ukrainian adaptation. The impact of digitalization, climate change, and geopolitical turbulence on the strategic marketing transformation of agrarian enterprises is analyzed. Special attention is paid to environmental variables — carbon footprint, biodiversity conservation, soil health, and circular-economy principles — as core components of foresight. The EU Green Deal and Farm to Fork strategy are shown to function not merely as regulatory constraints but as key drivers of marketing-oriented environmental adaptation; neglecting these dimensions leads to systematic overoptimism regarding export competitiveness in EU markets. The interdependence between marketing orientation level and foresight effectiveness is established. A methodological approach to assessing enterprise readiness for marketing-oriented foresight implementation is proposed and empirically tested through a survey of 130 agrarian enterprises in Kharkiv, Poltava, Dnipropetrovsk, and Sumy oblasts (2021 and 2023). Directions for further development of foresight practices in Ukraine's agricultural sector under post-war recovery and European integration are outlined.

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