MARKETING OF PARTNERSHIP RELATIONSHIPS IN AGRICULTURE AS A FACTOR IN ENSURING COMPETITIVENESS

Abstract

Agriculture is characterized by a high level of uncertainty driven by weather fluctuations, seasonality of production cycles, and dependence on volatile global commodity prices. These factors significantly increase operational risks and make short-term agreements insufficient to ensure financial stability, supply continuity, and long-term planning. In this context, partnership marketing emerges as an effective strategic tool that enables the formation of strong, trust-based, and durable relationships between participants in the agricultural market. It contributes to risk reduction, enhances resilience to external shocks, and strengthens the reliability of cooperation across supply chains.

The article emphasizes that the key aspects of partnership marketing in agriculture include the development of trust and loyalty, the integration of digital technologies into communication and logistics, collaboration with suppliers and distributors, the formation of joint marketing strategies, and the enhancement of competitiveness through sustainability and innovation. These components help enterprises move from transactional relations to long-term strategic cooperation.

For the effective implementation of a partnership-based approach and the achievement of competitive advantages, a system of marketing tools is proposed. These tools are aimed at generating mutual value, improving information transparency, increasing trust, and fostering long-term loyalty, which in turn reinforces interaction in the market environment. The article also reveals the functions through which partnership marketing influences the competitiveness of enterprises, including cost optimization, image enhancement, risk-sharing mechanisms, and innovation transfer.

It is shown that partnership marketing in agriculture is becoming a key mechanism for forming sustainable competitive advantages. It combines economic, organizational, communicative, and innovative instruments that support the long-term development of enterprises and strengthen their positions in national and global markets. The proposed measures for effective marketing partnerships focus on establishing stable, mutually beneficial, and value-oriented relationships between enterprises in the supply chain and distribution networks. These measures encompass economic, organizational, communication, innovation and digital initiatives, as well as projects aimed at creating social value and corporate responsibility.