ORGANIZATIONAL AND ECONOMIC MECHANISM OF MARKETING INNOVATIONS IN TRANSPORT SERVICE OF AGRICULTURAL PRODUCERS: INFORMATION AND DIGITAL COMPONENT

Abstract

The article outlines the elements of the organizational and economic framework for innovation marketing, designed to enhance the quality of transport services provided to agricultural producers. This is examined within the context of facilitating information support for the effective implementation of innovations. A comprehensive framework has been introduced for establishing a structured flow of information within the organizational and economic mechanism of innovation marketing. This framework is meticulously designed to ensure relevance and adaptability across various operational contexts. Each component within this information flow is thoroughly examined, with a particular focus on its practical application and strategic utilization within the specific operational environment of a transport enterprise.  This detailed analysis highlights how these components function synergistically to optimize innovation marketing processes, addressing the unique needs and challenges faced by such enterprises in the competitive marketplace. An illustrative example of the tools utilized within the organizational and economic framework of innovation marketing can be found in the development of a comprehensive system designed to establish effective personnel support for innovation initiatives. This approach involves a meticulous process of analyzing existing capacities and subsequently refining both the scope and the specific content elements of the knowledge held by personnel. The study results contribute to advancing the understanding of how various information flows interact during the development of an organizational and economic framework for innovation marketing within the transport services catering to agricultural producers.