DOI: https://doi.org/10.32515/2663-1636.2024.11(44).9-17
The Use of Online-Marketing Tools While Ensuring the Competitiveness of Agricultural Enterprises
About the Authors
Kostiantyn Zhadko, Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Entrepreneurship and Enterprise Economics, University of Customs and Finance, Dnipro, Ukraine, ORCID: https://orcid.org/0000-0002-2650-1431, e-mail: kafedrep@gmail.com
Anatolii Sokolenko , Applicant of the third (educational and scientific) level of higher education, SHEI “Pryazovskyi State Technical University”, ORCID: https://orcid.org/0009-0001-5415-4967, e-mail: anatoliy.sokolenko@gmail.com
Yurii Demchenko , Applicant of the third (educational and scientific) level of higher education, SHEI “Pryazovskyi State Technical University”, ORCID: https://orcid.org/0000-0001-8889-5360, e-mail: demchenkoyu@ukr.net
Abstract
The article is devoted to researching the possibilities of using digital marketing platforms in the activities of manufacturing corporations. The purpose of the publication is to study the influence of Online-Marketing technologies on increasing the level of competitiveness of agricultural enterprises. In the process of research, the characteristics of competition in the conditions of the digital economy are determined, the factors underlying the formation of competitive advantages in the sectoral market of agro-industrial production are classified, a shell model of electronic trade is developed, the essence of the concepts related to ensuring the competitiveness of agricultural enterprises in the conditions is defined and formulated the use of Online-Marketing, the connection between the formation of economic added value (EVA) and supply chain management (SCM) is determined in order to identify the level of competitiveness of an agro-industrial corporation, there has been established a list of indices of the balanced scorecard (BSC), which have an impact on increasing the level of competitiveness of agro-industrial corporations. Competition is defined as a strategic struggle between business entities for obtaining the desired result on the market, for a high level of efficiency of the chosen type of activity, an objective means of implementing the functions of income distribution among participants in competitive competitions, stimulating technical progress and innovation, promoting the processes of creating an assortment of goods in compliance with consumer preferences of product buyers for optimal use of production factors. There has been proven the importance of the study of the changes impact in the conditions of agro-industrial corporations activity on the features of competition in the conditions of the digital economy from the point of view of market entry opportunities, prospects for the implementation of innovative projects, evaluation of virtual assets participating in the formation of the added value of digital products/services, factors of increasing the level of competition intensity for dominating digital markets, choosing safe and reliable ways to purchase products and services in conditions of market transparency and accessibility, increasing the level of customer loyalty.
Keywords
digital trade platforms, competitiveness, marketing strategy, agro-industrial corporation, supply chains, business process transformation
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References
1. Deineha I.O, & Harbar S.G. (2024). Online Marketing as a Tool for Increasing the Potential of Sales Activities of Agricultural Enterprises. Ekonomika ta suspilstvo, 59. [in Ukrainian]. https://doi.org/10.32782/2524-0072/2024-59-30
2. Ilchenko, T. V. (2021). Marketing Strategy for the Agricultural Enterprises Activities in the Conditions of Digitalization. Ekonomika ta suspilstvo, 26. [in Ukrainian]. https://doi.org/10.32782/2524-0072/2021-26-21
3. Koberniuk S. O. (2023). Digital Technologies in Agrarian Marketing. Biznes Inform, 2, 270-277. [in Ukrainian]. https://doi.org/10.32983/2222-4459-2023-2-270-277
4. Shpak N. O., & Hrabovych I. V. (2021). Tendencies in the Development of Enterprise Marketing Instrumentarium in the Context of Digitalization. Biznes Inform, 9, 259–265. [in Ukrainian]. https://doi.org/10.32983/2222-4459-2021-9-259-265/
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6. Dörr, J., & Nachtmann, M. (Eds). (2022). Handbook Digital Farming. Digital Transformation for Sustainable Agriculture. Berlin: Springer [in English].
7. Eßig, M., Hoffmann, E., & Stölzle, W. (2013). Supply Chain Management. München: Verlag Franz Vahlen [in German].
8. Frentrup, M., Heyder, M., & Theuvsen, L. (2022). Risikomanagement in der Landwirtschaft. https:// cms.rentenbank.de/export/sites/rentenbank/dokumente/Nachdruck_LeitfadenRisikomanagement_23112011_final.pdf [in German].
9. Hart, M. (2022). Agrarmarketing. Anforderungen an eine qualitetsorientiere Vermarktung von Agrargütern. Stuttgart: Verlag Eugen Ulmer [in German].
10. Kollmann, T. (2019). E-Business. Grundlagen elektronischer Geschäftsprozesse in der Digitalen Wirtschaft. Wiesbaden: Springer Gabler [in German].
11. Kotler, P., & Bliemel, F. (1999). Marketing-management: Analyse, Planung, Umsetzung und Steuerung Struttgard: Schäffer-Poeschel Verlag [in German].
12. Meier, A., & Stormer, H. (2012). eBusiness & eCommerce. Management der digitalen Wertschöpfungskette. Berlin: Springer Gabler Berlin Heidelberg [in German].
13. Penrose, E.T., & Pitelis, C. (2009). The theory of the growth of the Firm. Oxford: Oxford University press [in English].
Citations
1. Дейнега І.О, Гарбар С.П. Онлайн маркетинг як інструмент підвищення потенціалу збутової діяльності аграрних підприємств. Економіка та суспільство. 2024. № 59. DOI: https://doi.org/10.32782/2524-0072/2024-59-30
2. Ільченко Т. В. Маркетингова стратегія діяльності аграрних підприємств в умовах діджиталізації. Економіка і суспільство. 2021. Вип. 26. DOI: https://doi.org/10.32782/2524-0072/2021-26-21
3. Кобернюк С. О. Цифрові технології в аграрному маркетингу. Бізнес Інформ. 2023. №2. С.270-277 DOI: https://doi.org/10.32983/2222-4459-2023-2-270-277
4. Шпак Н. О., Грабович І. В. Тенденції розвитку інструментарію маркетингу підприємств в умовах диджиталізації. Бізнес Інформ. 2021. №9. C. 259–265. DOI: https://doi.org/10.32983/2222-4459-2021-9-259-265
5. Agriculture global market report 2024. веб-сайт. URL: https://www.thebusinessresearchcompany.com/ report/agriculture-global-market-report (дата звернення 19.01.2024).
6. Dörr J., Nachtmann M. (Editors). Handbook Digital Farming. Digital Transformation for Sustainable Agriculture. Berlin: Springer, 2022. 403 p.
7. Eßig M., Hoffmann E., Stölzle W. Supply Chain Management. München: Verlag Franz Vahlen, 2013. 515 р.
8. Frentrup M., Heyder M., Theuvsen L. Risikomanagement in der Landwirtschaft. URL: https://cms.rentenbank.de/export/sites/rentenbank/dokumente/Nachdruck_LeitfadenRisikomanagement_23112011_final.pdf. 47 р. (дата звернення: 30.01.2024)
9. Hart M. Agrarmarketing. Anforderungen an eine qualitetsorientiere Vermarktung von Agrargütern. Stuttgart: Verlag Eugen Ulmer, 2022. 429 р.
10. Kollmann T. E-Business. Grundlagen elektronischer Geschäftsprozesse in der Digitalen Wirtschaft. 7. Auflage. Wiesbaden: Springer Gabler, 2019. 1016 р.
11. Kotler P., Bliemel F. Marketing-management: Analyse, Planung, Umsetzung und Steuerung, 9. Aufl., Struttgard: Schäffer-Poeschel Verlag, 1999. 1259 р.
12. Meier A., Stormer H. eBusiness & eCommerce. Management der digitalen Wertschöpfungskette. 3. Aufl. Berlin: Springer Gabler Berlin Heidelberg, 2012. 316 р.
13. Penrose E.T., Pitelis C. The theory of the growth of the Firm, 4. Aufl., Oxford: Oxford University press, 2009. 300 р.
Copyright (c) 2024 Kostiantyn Zhadko, Anatolii Sokolenko, Yurii Demchenko
The Use of Online-Marketing Tools While Ensuring the Competitiveness of Agricultural Enterprises
About the Authors
Kostiantyn Zhadko, Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Entrepreneurship and Enterprise Economics, University of Customs and Finance, Dnipro, Ukraine, ORCID: https://orcid.org/0000-0002-2650-1431, e-mail: kafedrep@gmail.com
Anatolii Sokolenko , Applicant of the third (educational and scientific) level of higher education, SHEI “Pryazovskyi State Technical University”, ORCID: https://orcid.org/0009-0001-5415-4967, e-mail: anatoliy.sokolenko@gmail.com
Yurii Demchenko , Applicant of the third (educational and scientific) level of higher education, SHEI “Pryazovskyi State Technical University”, ORCID: https://orcid.org/0000-0001-8889-5360, e-mail: demchenkoyu@ukr.net
Abstract
Keywords
Full Text:
PDFReferences
1. Deineha I.O, & Harbar S.G. (2024). Online Marketing as a Tool for Increasing the Potential of Sales Activities of Agricultural Enterprises. Ekonomika ta suspilstvo, 59. [in Ukrainian]. https://doi.org/10.32782/2524-0072/2024-59-30
2. Ilchenko, T. V. (2021). Marketing Strategy for the Agricultural Enterprises Activities in the Conditions of Digitalization. Ekonomika ta suspilstvo, 26. [in Ukrainian]. https://doi.org/10.32782/2524-0072/2021-26-21
3. Koberniuk S. O. (2023). Digital Technologies in Agrarian Marketing. Biznes Inform, 2, 270-277. [in Ukrainian]. https://doi.org/10.32983/2222-4459-2023-2-270-277
4. Shpak N. O., & Hrabovych I. V. (2021). Tendencies in the Development of Enterprise Marketing Instrumentarium in the Context of Digitalization. Biznes Inform, 9, 259–265. [in Ukrainian]. https://doi.org/10.32983/2222-4459-2021-9-259-265/
5. Agriculture global market report 2024 (2024). [in English]. https://www.thebusinessresearchcompany.com/report/ agriculture-global-market-report
6. Dörr, J., & Nachtmann, M. (Eds). (2022). Handbook Digital Farming. Digital Transformation for Sustainable Agriculture. Berlin: Springer [in English].
7. Eßig, M., Hoffmann, E., & Stölzle, W. (2013). Supply Chain Management. München: Verlag Franz Vahlen [in German].
8. Frentrup, M., Heyder, M., & Theuvsen, L. (2022). Risikomanagement in der Landwirtschaft. https:// cms.rentenbank.de/export/sites/rentenbank/dokumente/Nachdruck_LeitfadenRisikomanagement_23112011_final.pdf [in German].
9. Hart, M. (2022). Agrarmarketing. Anforderungen an eine qualitetsorientiere Vermarktung von Agrargütern. Stuttgart: Verlag Eugen Ulmer [in German].
10. Kollmann, T. (2019). E-Business. Grundlagen elektronischer Geschäftsprozesse in der Digitalen Wirtschaft. Wiesbaden: Springer Gabler [in German].
11. Kotler, P., & Bliemel, F. (1999). Marketing-management: Analyse, Planung, Umsetzung und Steuerung Struttgard: Schäffer-Poeschel Verlag [in German].
12. Meier, A., & Stormer, H. (2012). eBusiness & eCommerce. Management der digitalen Wertschöpfungskette. Berlin: Springer Gabler Berlin Heidelberg [in German].
13. Penrose, E.T., & Pitelis, C. (2009). The theory of the growth of the Firm. Oxford: Oxford University press [in English].
Citations
1. Дейнега І.О, Гарбар С.П. Онлайн маркетинг як інструмент підвищення потенціалу збутової діяльності аграрних підприємств. Економіка та суспільство. 2024. № 59. DOI: https://doi.org/10.32782/2524-0072/2024-59-30
2. Ільченко Т. В. Маркетингова стратегія діяльності аграрних підприємств в умовах діджиталізації. Економіка і суспільство. 2021. Вип. 26. DOI: https://doi.org/10.32782/2524-0072/2021-26-21
3. Кобернюк С. О. Цифрові технології в аграрному маркетингу. Бізнес Інформ. 2023. №2. С.270-277 DOI: https://doi.org/10.32983/2222-4459-2023-2-270-277
4. Шпак Н. О., Грабович І. В. Тенденції розвитку інструментарію маркетингу підприємств в умовах диджиталізації. Бізнес Інформ. 2021. №9. C. 259–265. DOI: https://doi.org/10.32983/2222-4459-2021-9-259-265
5. Agriculture global market report 2024. веб-сайт. URL: https://www.thebusinessresearchcompany.com/ report/agriculture-global-market-report (дата звернення 19.01.2024).
6. Dörr J., Nachtmann M. (Editors). Handbook Digital Farming. Digital Transformation for Sustainable Agriculture. Berlin: Springer, 2022. 403 p.
7. Eßig M., Hoffmann E., Stölzle W. Supply Chain Management. München: Verlag Franz Vahlen, 2013. 515 р.
8. Frentrup M., Heyder M., Theuvsen L. Risikomanagement in der Landwirtschaft. URL: https://cms.rentenbank.de/export/sites/rentenbank/dokumente/Nachdruck_LeitfadenRisikomanagement_23112011_final.pdf. 47 р. (дата звернення: 30.01.2024)
9. Hart M. Agrarmarketing. Anforderungen an eine qualitetsorientiere Vermarktung von Agrargütern. Stuttgart: Verlag Eugen Ulmer, 2022. 429 р.
10. Kollmann T. E-Business. Grundlagen elektronischer Geschäftsprozesse in der Digitalen Wirtschaft. 7. Auflage. Wiesbaden: Springer Gabler, 2019. 1016 р.
11. Kotler P., Bliemel F. Marketing-management: Analyse, Planung, Umsetzung und Steuerung, 9. Aufl., Struttgard: Schäffer-Poeschel Verlag, 1999. 1259 р.
12. Meier A., Stormer H. eBusiness & eCommerce. Management der digitalen Wertschöpfungskette. 3. Aufl. Berlin: Springer Gabler Berlin Heidelberg, 2012. 316 р.
13. Penrose E.T., Pitelis C. The theory of the growth of the Firm, 4. Aufl., Oxford: Oxford University press, 2009. 300 р.