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Differentiation strategy as a factor of achieving competitive advantage of the agrifood sector on the world market
The article examines the theoretical and practical aspects of the formation of global competitive advantages of the Ukraine agri-food sector based on the differentiation strategy. It is established that it is a product differentiation that is aimed at the formation of value chains and is focused on innovation, environmental friendliness and quality improvement, which ensures the long-term competitiveness of Ukrainian agribusiness in the context of global competition. The role of technological innovations, logistics infrastructure, branding, intellectual property and the institutional environment in strengthening positions in world markets are analyzed. The need to transition from a raw material export model to the production of products with high added value is substantiated. Prospects for further research related to the development of mechanisms for strategic positioning of the agri-food sector in the world market, greening of production and integration into sustainable development standards are identified. It is argued that the global agri-food sector is at a strategic turning point, moving away from the “productivity paradigm” of the 20th century. to the «differentiation paradigm» of the 21st century. It is emphasized that although high operational efficiency remains necessary, sustainable global competitive advantages and higher margins are formed exclusively on the basis of a unique value proposition. It is concluded that the transition from a raw material model to agri-food production with high added value is a necessary strategic priority for the economic growth of the studied sector of the economy in the context of military and logistical challenges.
It is substantiated that increasing the competitiveness of Ukrainian agri-food products on foreign markets will depend on the ability of enterprises in the future to transition from a strategy of forming competitive advantages based on unique natural resources to a strategy of deep processing of agricultural products with high added value. It is proven that such a comprehensive, differentiated agri-food sector of the economy will contribute to its transformation from a raw material to a high-margin and sustainable global leader.
Keywords: competitive advantages; world market; agrifood sector; differentiation strategy, added value.
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