Управління Ефективністю Збутової Діяльності Як Чинник Конкурентоспроможності Сільськогосподарських Підприємств
Year: 2026
Type: article
Abstract: Introduction. Amid dynamic changes in the market environment, intensifying global competition, and the transformation of agri-food value chains, sales activities are becoming one of the key determinants of the competitiveness of agricultural enterprises. The traditional understanding of sales as the final stage of the production process is gradually losing its relevance, as modern product distribution systems encompass a comprehensive set of marketing, logistics, information, and managerial functions aimed at developing and sustaining long-term competitive advantages. Methods. The study employed the methods of theoretical generalization, comparative and economic analysis, systematization, strategic analysis, logical generalization, and graphical interpretation of the results. Their application made it possible to substantiate the main directions for improving the efficiency of sales activities as an important factor in ensuring the competitiveness of enterprises. Results. The theoretical foundations of managing the efficiency of sales activities of agricultural enterprises have been examined, and the role of sales efficiency in ensuring competitiveness under conditions of digital transformation, military challenges, and European integration has been substantiated. Current trends in the development of sales systems have been identified, including the diversification of distribution channels, the growing adoption of digital platforms, the integration of marketing and logistics processes, as well as the use of CRM and ERP systems, business analytics, and digital product traceability. Discussion. Future research prospects are associated with the development of methodological approaches to the comprehensive assessment of the efficiency of sales activities of agricultural enterprises, taking into account economic, marketing, logistics, and digital indicators. An important area of further research is the development of economic and mathematical models to support managerial decision-making based on business analytics, artificial intelligence, and market forecasting. Further investigation is also required into mechanisms for adapting sales management systems to the requirements of the European agri-food market and the contemporary challenges facing the development of the agricultural sector.
Language: Ukrainian
Domain: Life Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W7203961333