METHODOLOGICAL PRINCIPLES OF MANAGEMENT OF THE COMPETITIVENESS OF AGRICULTURAL PRODUCTS: TRANSFORMATION AND MODERN TOOLS

Abstract

The article examines the modern theoretical and methodological principles of managing the competitiveness of agricultural products in the context of the digital transformation of the economy, the implementation of sustainable development principles, and the strengthening of global competition in agri-food markets. The purpose of the study is to develop the theoretical and methodological principles of managing the competitiveness of agricultural products based on the study of modern transformations of management methodology, systematization of modern tools for ensuring competitiveness, and substantiation of the features of their application in modern conditions of digitalization, implementation of the principles of sustainable development, and strengthening of global competition. The methodological basis of the study was the systemic, structural-functional, logical, comparative and generalizing approaches, as well as methods of analysis, synthesis, classification and scientific systematization. The interpretation of the methodological principles of managing the competitiveness of agricultural products as a holistic system of interconnected scientific provisions, principles, patterns, approaches, functions, methods and management tools aimed at the formation, implementation and development of competitive advantages of products has been improved. The key areas of transformation of modern management methodology are systematized, including digitalization of management, integration of sustainable development principles and ESG, use of a data-driven approach and artificial intelligence technologies, development of risk-oriented management, management of value chains, customer-centricity, platformization, and ensuring adaptability of management systems. Modern tools for managing the competitiveness of agricultural products are summarized by classifying them into strategic, digital, analytical, innovative and technological, marketing, logistical, risk-oriented, and ESG tools. It is substantiated that the integrated application of the specified tools ensures the practical implementation of transformed methodological principles of management, contributes to increasing the adaptability of agricultural enterprises, the effectiveness of management decisions, and the formation of long-term competitive advantages of agricultural products. The practical value of the study lies in the possibility of using the proposed provisions to form strategies for increasing the competitiveness of agricultural enterprises, improving management systems, and developing mechanisms for digital transformation of the agri-food sector.