MODERN AND CLASSICAL APPROACHES TO MANAGING THE COMPETITIVENESS OF UKRAINIAN AGRICULTURAL ENTERPRISES IN THE CONTEXT OF ENTERING GLOBAL MARKETS

Abstract

The article systematizes classical and modern approaches to managing the competitiveness of Ukrainian agricultural enterprises in the context of entering and strengthening their positions in global markets. The relevance of the study is determined by the strategic importance of the agricultural sector for the national economy, export potential and food security, as well as by the growing complexity of competitive conditions caused by globalization, European integration, wartime risks, disruptions in logistics chains, digitalization and increasing requirements for sustainable development. The purpose of the article is to systematize and identify the distinctive features of classical and modern approaches to managing the competitiveness of agricultural enterprises. It is substantiated that classical approaches retain significant methodological value for assessing the external competitive environment, identifying sources of competitive advantages, evaluating resource potential and selecting strategic directions for enterprise development. The study considers the competitiveindustry, market, product-market, resource-based, differentiation, cost, value-chain, competence-based and strategic growth approaches. The article establishes that modern approaches arise from the transformation and integration of classical concepts under new conditions of global competition. The value-chain-oriented approach focuses on increasing added value through processing, storage, packaging, logistics, certification and branding. The export-oriented approach emphasizes the adaptation of products and business processes to the requirements of foreign markets. The cluster approach strengthens cooperation among producers, processors, logistics operators, scientific institutions, financial organizations and public authorities. The adaptive and dynamic capabilities approaches highlight the ability of enterprises to rapidly reconfigure resources, organizational processes, logistics routes and business models in response to environmental instability. The digital strategic approach is associated with the use of digital technologies, analytics, platforms, traceability systems and digital logistics. The ecosystem approach considers competitiveness as the result of interaction among multiple participants in the agri-food environment, while the sustainable development approach focuses on compliance with environmental, social and governance requirements. It is proved that modern approaches do not replace classical ones but develop, combine and adapt their provisions to the changing conditions of global markets. The practical significance of the proposed systematization lies in its ability to support differentiated strategic decision-making depending on an enterprise’s resource potential, level of digital maturity, export orientation, position in value chains and exposure to external risks. The findings show that the long-term competitiveness of Ukrainian agricultural enterprises will increasingly depend on their ability to combine strategic management, innovation, digital transformation, competence development, partnership interaction, export diversification, value creation and sustainability principles.