EVOLUTION OF CONCEPTS FOR MANAGING SALES ACTIVITIES OF AGRARIAN ENTERPRISES: FROM TRADITIONAL TO DIGITAL MODELS

Authors

  • Viktoriia Nekhai dr.sc.(econ.), professor, professor at the department of management and public administration, Dmytro Motornyi Tavria State Agrotechnological University, Melitopol
  • Vitalii Radko dr.sc.(econ.), professor, professor at the department of entrepreneurship organization and exchange activities, National University of Life and Environmental Sciences of Ukraine, Kyiv
  • Nataliia Fedoruk cand.sc.(agr.), assoc. prof., associate professor at the department of food technologies and technologies of Livestock Product Processing, Bila Tserkva National Agrarian University
  • Liudmyla Nianko senior lecturer at the department of accounting and finance, University of Economics and Entrepreneurship, Khmelnytskyi

DOI:

https://doi.org/10.37332/

Keywords:

sales activities, agrarian enterprises, digital transformation, marketing orientation, logistics management, digital technologies, competitiveness, business analytics

Abstract

Nekhai V.V., Radko V.I., Fedoruk N.M., Nianko L.Yu. EVOLUTION OF CONCEPTS FOR MANAGING SALES ACTIVITIES OF AGRARIAN ENTERPRISES: FROM TRADITIONAL TO DIGITAL MODELS

Purpose. The aim of the article is to study the evolution of concepts for managing the sales activities of agrarian enterprises and to substantiate a modern digital model of sales management, which ensures increased efficiency of product sales, adaptability of enterprises, and their competitiveness.

Methodology of research. The methodological basis of the study is the systemic, evolutionary, process and integration approaches to the analysis of the development of concepts for managing the sales activities of agricultural enterprises. The research used methods of theoretical generalization, historical and logical, comparative, structural-functional, and systems analysis, which made it possible to investigate the evolution of sales management concepts, substantiate the modern digital management model, and determine the directions of its adaptation to the conditions of military challenges, digital transformation, and European integration.

Findings. The evolution of concepts for managing the sales activities of agricultural enterprises from production and sales to marketing, logistics, integrated and digital models is summarized, which made it possible to determine the patterns of transformation of management approaches under the influence of digitalization, military challenges and European integration. The modern digital model of sales activity management, which is based on the integration of marketing analytics, logistics management, ERP, CRM, Business Intelligence systems, big data technologies and digital traceability of products, ensuring the improvement of the efficiency of sales processes, adaptability and competitiveness of agrarian enterprises, is substantiated.

Originality. The theoretical substantiation of the evolution of concepts for managing the sales activities of agricultural enterprises has been further developed by systematising their transformation from production- and sales-oriented models to an integrated digital model, under the influence of digitalisation, military challenges and European integration. Unlike existing approaches, the proposed vision envisages the integration of marketing, logistics, information and analytical processes within a single digital environment, which helps to enhance the adaptability of agricultural enterprises to changes in the market environment.

Practical value. The obtained research results can be used by agricultural enterprises to develop a sales management system by integrating marketing, logistics and digital tools, which will help to improve the effectiveness of sales processes, optimizing product distribution channels, enhancing enterprises’ adaptability to military challenges and digital transformation, and strengthening their competitive positions in the context of European integration.

Key words: sales activities, agrarian enterprises, digital transformation, marketing orientation, logistics management, digital technologies, competitiveness, business analytics.

 

References

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Published

2026-08-28

Issue

No. 3 (2026): INNOVATIVE ECONOMY

Section

Статті

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How to Cite

“EVOLUTION OF CONCEPTS FOR MANAGING SALES ACTIVITIES OF AGRARIAN ENTERPRISES: FROM TRADITIONAL TO DIGITAL MODELS”. INNOVATIVE ECONOMY, no. 3, Aug. 2026, pp. 37-44, https://doi.org/10.37332/.