INNOVATION AS A DRIVER OF THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES ON THE GLOBAL MARKET

Abstract

Globalization, strengthening of integration processes, and modern challenges facing the world food system emphasize the importance of increasing the competitiveness of agro-industrial complex products and agriculture. The modern development of the global market poses new challenges for agro-industrial enterprises, particularly the need to increase competitiveness, adapt to a changing external environment, and ensure sustainable economic growth. In this context, innovation is a critical driver that contributes to optimizing production processes, improving product quality, and efficiently using resources. Innovative activities allow agro-industrial enterprises to satisfy current consumer demands and predict future trends, forming competitive advantages in the global market. Technological, organizational, digital, and environmental innovations are significant, enabling enterprises to ensure sustainable development and compliance with international standards. The competitiveness of agricultural products is becoming increasingly important since food plays a significant role in the field. It is noted that competition forces us to realize production reserves, apply new technologies, and expand the possibilities of using existing resources and technologies, which is why it is considered the basis of economic development and the engine of progress. The competitiveness problem is studied to ensure food independence from fluctuations in the world market, which is associated with various economic and social conditions. It is determined that agro-industrial enterprises' competitiveness in the global market depends on their ability to introduce innovations, adapt to changes, and create products that meet modern consumer demands. Thanks to a commitment to innovation, cooperation, and a holistic approach, the agricultural sector can cope with problems and enter a new era of sustainable prosperity.