ENHANCING THE COMPETITIVENESS OF AGRICULTURAL PRODUCTS IN THE CONTEXT OF MARKET GLOBALIZATION

Abstract

The article summarizes contemporary theoretical approaches to interpreting the essence of agricultural product competitiveness and substantiates the necessity of viewing it as a multi-factor integrated system. It is established that in the context of global economic transformation, the competitive positions of the agricultural sector are formed under the influence of the dynamic interaction between the internal resource capabilities of enterprises and external globalization factors. The study proves that traditional price-based competition is gradually giving way to an innovative paradigm, where the decisive parameters include the technological complexity of production, compliance with international quality and safety standards, the level of value-added, and the efficiency of the marketing and logistics infrastructure. The scientific novelty of the research lies in the development of a structural model of agricultural product competitiveness components, which integrates five core dimensions: production-technological, economic, quality-consumer, marketing-logistical, and institutional-managerial. It is substantiated that only a coordinated synergy of these elements allows for the formation of sustainable competitive advantages and provides a reliable methodological basis for a comprehensive assessment of agribusiness efficiency. Particular attention is paid to the analysis of risks arising from martial law, price volatility in global markets, and institutional transformations, all of which necessitate the implementation of adaptive strategic management mechanisms. The study identifies priority directions for enhancing the competitiveness of agricultural products in the context of globalization. These include the innovative and technological modernization of production based on precision farming principles, the harmonization of national standards with EU and ISO requirements, the development of deep raw material processing to increase the share of high-tech exports, and the digitalization of management processes. The implementation of the proposed recommendations will contribute not only to strengthening the positions of domestic producers in the international arena but also to ensuring national food security. The formulated theoretical and methodical provisions create a scientific foundation for developing sustainable development strategies for the agricultural sector in the face of market openness and intensifying international competition.