STRATEGIC PRINCIPLES FOR MANAGING DEVELOPMENT PROJECTS OF PRODUCTION INFRASTRUCTURE IN ENTERPRISES OF RURAL TERRITORIAL COMMUNITIES UNDER THE CONDITIONS OF AGRIBUSINESS MARKETING TRANSFORMATIONS

Abstract

Relevance. Digitization of management processes currently plays a very important role in the development of modern agrarian business in Ukraine. It acquires special importance during the period of post-war reconstruction of agricultural territorial communities, because it helps to increase the production potential and modernize the infrastructure of enterprises. This, in turn, strengthens their market position in terms of European integration. An important factor in the development of the production infrastructure of communities is the application of strategic management and project approaches based on marketing transformations of agrarian business. This transformation of management processes helps ensure not only the long-term goals of agrarian business development, but also the development of their production infrastructure through the introduction of the use of a complex of specific modern tools: investment, organizational, marketing and digital. The research is relevant, because modern approaches do not take into account all interrelated factors and tools such as: strategic management, project management, modern digital tools and their impact on the marketing transformation of management processes. It is the above-mentioned factors that can explain the need to develop a modern methodical approach, which will combine them into a single integrated model of strategic management of the development of the production infrastructure of rural territorial communities on the basis of marketing transformations of agrarian business.
The purpose of the research is to substantiate the theoretical and methodological principles of strategic management of the development of the production infrastructure of rural territorial communities on the basis of marketing transformations of agrarian business and the development of the author's conceptual model of their implementation.
Methods. The study employed a combination of research methods. Systematic and comparative analyses were used to synthesize contemporary scientific approaches to strategic management, project management, and the development of production infrastructure. The abstract-logical method served as the basis for developing the author's conceptual model. Methods of analysis and synthesis were applied to identify the interrelationships among the components of the strategic management mechanism. The graphical method was used to visualize the proposed conceptual model, while the generalization method was employed to formulate the study's conclusions and practical recommendations.
Results. The research substantiates the theoretical and methodological principles of strategic management of the development of production infrastructure of rural territorial communities using a project approach and taking into account marketing transformations of agrarian business. The conceptual model proposed by the authors can be used both in scientific research and in the practice of managing agricultural enterprises. It integrates strategic, project and marketing tools together with digital technologies, as well as the principles of sustainable development within a single management system. An improved mechanism of strategic management and the implementation of strategic projects can contribute to the development of the production infrastructure of rural territorial communities, as well as the identification of key elements of resource, organizational and digital support. It is advisable to evaluate the effectiveness of such projects on the basis of a system of key performance indicators, which allows comprehensive evaluation of the results of their implementation and justification of further management decisions.
Practical value of the study. The proposed scientific and methodological provisions can be used by state authorities and local self-government bodies during the formation of strategies for the development of rural territorial communities and the development of regional programs for the modernization of industrial infrastructure. For agrarian business managers, the results of the study can be useful in the preparation of investment projects, implementation of digital technologies and improvement of management processes. Scientific institutions can use the proposed approaches for further development of methodological support for strategic project management.
Conclusions. According to the results of the study, it was established that increasing the efficiency of the development of the production infrastructure of rural territorial communities requires a transition to a complex strategic management system built on a project approach. Such a system should include KPIs for performance evaluation, digital platforms for resource management and marketing tools for product promotion and sustainable development principles. The conceptual model developed by the authors is aimed at increasing the efficiency of resource use, developing logistics and digital infrastructure, strengthening the economic sustainability of agrarian business, and creates conditions for the sustainable development of communities in the post-war period and in the process of European integration.