MODERN CONCEPTS OF AGRIBUSINESS MARKETING POLICY FORMATION UNDER THE CONDITIONS OF EUROPEAN INTEGRATION AND INNOVATIVE DEVELOPMENT OF THE REGIONAL AGRICULTURAL SECTOR
DOI:
https://doi.org/10.37000/ebbsl.2026.09.06Keywords:
marketing policy, agribusiness, modern concepts, European integration, innovative development, regional agricultural sector, competitiveness, digitalization, consumer value.Abstract
Relevance. Under the conditions of European integration, innovative development of the regional agricultural sector, digitalization of economic processes, intensification of competition, and changes in consumer demand, the formation of agribusiness marketing policy on the basis of modern conceptual approaches is becoming particularly important. The traditional understanding of marketing policy as a set of promotion and sales instruments is no longer sufficient in the current market environment, since it requires integration with European integration processes, innovation-driven transformations, strategic management, digital solutions, and regional business conditions.
The purpose of the article is to provide a theoretical substantiation of modern concepts of agribusiness marketing policy formation under the conditions of European integration and innovative development of the regional agricultural sector, as well as to systematize their significance for ensuring the competitiveness, adaptability, and strategic sustainability of business entities.
Research methods. The study was carried out using methods of analysis and synthesis, generalization, scientific abstraction, classification, comparative method, systemic approach, and graphical method for visualization of the research results. The informational basis of the study consisted of scientific works of domestic and foreign scholars on marketing policy, marketing management, European integration, innovative development of the agricultural sector, and regional economy.
The results obtained consist in clarifying the essence of agribusiness marketing policy under the conditions of European integration and innovative development of the regional agricultural sector, substantiating its role as an integrated system of strategic decisions concerning product, pricing, distribution, and communication policy, and systematizing modern concepts of its formation. A classification of modern concepts of agribusiness marketing policy formation is proposed, according to which they are grouped into market-oriented, innovation-oriented, adaptive-technological, and system-integration concepts. A conceptual scheme of interrelation between the factors of formation, modern concepts, components of marketing policy, and expected results of its implementation has been developed.
Practical value of the work. The results obtained may be used by agribusiness entities, regional authorities, researchers, teachers, higher education students, and educational program developers in the process of substantiating marketing strategies, improving marketing policy, as well as in further research related to European integration and innovative development of the regional agricultural sector.
Conclusions. It is proved in the article that modern concepts of agribusiness marketing policy formation should be based on the combination of customer-oriented, value-based, innovation-oriented, digital, integrated, and regionally adaptive approaches. It is substantiated that agribusiness marketing policy should be considered as a strategic mechanism for ensuring competitiveness, adapting to the requirements of the European market, generating demand for innovations, increasing the consumer value of products, and supporting the innovative development of the regional agricultural sector.
References
Chmil, H. L. (2025). Formation of enterprise marketing product policy to ensure sustainability under martial law. Aktualni problemy staloho rozvytku, 2(2), 209–217. https://doi.org/10.60022/2(2)-23S [in Ukrainian].
Ratushniak, O. H., & Hlushchenko, L. D. (2023). Formation of the enter-prise marketing pricing policy taking into account psychological effects of price percep-tion. Innovation and Sustainability, 1, 91–98. https://doi.org/10.31649/ins.2023.1.91.98 [in Ukrainian].
Trushkina, N. V., Kuzmenko, O. A., & Yurchenko, O. A. (2025). For-mation of marketing product policy of enterprises under crisis phenomena and unstable demand. Ekonomika ta suspilstvo, 82, 986–994. https://doi.org/10.32782/2524-0072/2025-82-151 [in Ukrainian].
Holub, V. V. (2024). The modern role of pricing in the formation of mar-keting policy in entrepreneurial activity. Pidpryiemnytstvo i torhivlia, 41, 15–20. https://doi.org/10.32782/2522-1256-2024-41-02 [in Ukrainian].
Panchenko, M. O. (2022). Formation of enterprise marketing pricing policy in modern business conditions. Marketynh i tsyfrovi tekhnolohii, 6(3), 45–51 [in Ukrain-ian].
Humeniuk, A. F., & Petrytska, O. S. (2025). Modern approaches to market-ing pricing. Investytsii: praktyka ta dosvid, 9, 83–87. https://doi.org/10.32702/2306-6814.2025.9.83 [in Ukrainian].
Pidvalna, O. H., & Kulakevych, A. V. (2025). Methodical approaches to as-sessing the state of marketing management of agricultural enterprises. Uspikhy i dosiah-nennia u nautsi, 11(21), 1347–1363. https://doi.org/10.52058/3041-1254-2025-11(21)-1347-1363 [in Ukrainian].
Yevtushok, O., & Kharchenko, R. (2025). The role of product policy in managing the competitiveness of products of a modern enterprise in the agricultural sec-tor. Ekonomichnyi visnyk Prychornomoria, 1(8), 17–28. https://doi.org/10.37000/ebbsl.2025.08.02 [in Ukrainian].
Koriuhin, A., & Matvieiev, M. (2024). Marketing management of agribusi-ness: Challenges of digitalization. Herald of Khmelnytskyi National University. Econom-ic Sciences, 2(328), 32–38. https://doi.org/10.31891/2307-5740-2024-328-4 [in Ukraini-an].
Shebanina, O. V., & Kormyshkin, Yu. A. (2019). Modern paradigm of in-novative development of agricultural entrepreneurship. Visnyk ahrarnoi nauky Prychor-nomoria, 3(103), 4–10. https://doi.org/10.31521/2313-092X/2019-3(103)-1 [in Ukraini-an].
Sus, T. Y., Hrechanyk, N. Yu., & Koliedina, K. O. (2024). Marketing ap-proach to financing the innovative development of the agricultural sector. Aktualni prob-lemy rozvytku ekonomiky rehionu, 20(1), 201–209. https://doi.org/10.15330/apred.1.20.201-209 [in Ukrainian].
Blakeney, M. (2022). Agricultural innovation and sustainable development. Sustainability, 14(5), Article 2698. https://doi.org/10.3390/su14052698.
Gutiérrez Cano, L. F., Zartha Sossa, J. W., Orozco Mendoza, G. L., Suárez Guzmán, L. M., Agudelo Tapasco, D. A., & Quintero Saavedra, J. I. (2023). Agricultur-al innovation system: Analysis from the subsystems of R&D, training, extension, and sustainability. Frontiers in Sustainable Food Systems, 7, Article 1176366. https://doi.org/10.3389/fsufs.2023.1176366.
Frangenheim, A., Schneider, M. L., Fischer, C., et al. (2025). Mission-oriented agrifood innovation systems in the making: A transdisciplinary approach to identify context-specific drivers of change. Sustainability Science, 20, 2265–2280. https://doi.org/10.1007/s11625-025-01719-2.
Rivera, M., Fieldsend, A., Muñoz-Rojas, J., Martin, S., & Van Dijk, L. (2025). Drivers of success when scaling innovations: Insights from European agricultur-al and forestry co-innovation processes. Agronomy for Sustainable Development, 45, Ar-ticle 32. https://doi.org/10.1007/s13593-025-01025-2.
Ajer, B., Ngare, L., & Macharia, I. (2023). The influence of market orienta-tion on innovation attitude and firm innovativeness: A case of agri-food MSMEs in Uganda. Journal of Agribusiness in Developing and Emerging Economies, 14(5), 1218–1232. https://doi.org/10.1108/JADEE-11-2022-0250.
Micheels, E. T., & Gow, H. R. (2008). Market orientation, innovation and entrepreneurship: An empirical examination of the Illinois beef industry. International Food and Agribusiness Management Review, 11(3), 1–26. https://doi.org/10.22004/ag.econ.53649.
Sama Berrocal, C., & Carvalho, F. S. (2023). Agri-food cooperatives: What factors determine their innovative performance? Academia Revista Latinoamericana de Administracion, 36(2), 156–176. https://doi.org/10.1108/ARLA-12-2022-0226.
Sitnicki, M. W., Kurinskyi, D., Pimenowa, O., Wasilewski, M., & Wa-silewska, N. (2024). Strategic formation of agricultural market clusters in Ukraine: Emerging as a global player. Sustainability, 16(21), Article 9430. https://doi.org/10.3390/su16219430.
Shpak, N., Kulyniak, I., Gvozd, M., Vveinhardt, J., & Horbal, N. (2021). Formulation of development strategies for regional agricultural resource potential: The Ukrainian case. Resources, 10(6), Article 57. https://doi.org/10.3390/resources10060057.
Toma, P., & Laurens, P. (2024). Regional development and intellectual capital: Unveiling the innovation-tradition dilemma. Socio-Economic Planning Sciences, 96, Article 102087. https://doi.org/10.1016/j.seps.2024.102087.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
