CONCEPTUAL PRINCIPLES FOR THE DEVELOPMENT OF THE FLOWER BUSINESS IN UKRAINE
DOI:
https://doi.org/10.37332/Keywords:
flower business, flower products market, floriculture, conceptual foundations of development, organizational and economic mechanism, marketing mechanism, institutional support, globalizationAbstract
Kolesnikov A.V. CONCEPTUAL PRINCIPLES FOR THE DEVELOPMENT OF THE FLOWER BUSINESS IN UKRAINE
Purpose. The aim of the article is to substantiate the conceptual foundations for intensifying the development of the domestic flower business under globalization conditions based on the identification and disclosure of the content of three interrelated mechanisms ‒ organizational and economic, marketing, and institutional.
Methodology of research. The methodological basis of the study includes general scientific and special research methods, in particular the systems approach ‒ for developing the conceptual foundations of flower business development; structural-functional analysis ‒ for determining the components of organizational and economic, marketing, and institutional mechanisms; as well as methods of comparison and generalization ‒ for studying domestic and foreign experience in the functioning of the flower market. To assess the significance of individual mechanisms of industry development, the expert evaluation method was applied with verification of the consistency of expert opinions using Kendall’s coefficient of concordance. The information base of the research comprised scientific works of domestic and foreign scholars, regulatory and legal acts of Ukraine, analytical materials, and data from open information resources regarding the current state and prospects for the development of the flower business.
Findings. The study substantiates the conceptual foundations of flower business development in Ukraine based on the integrated combination of organizational and economic, marketing, and institutional mechanisms. It has been determined that the key prerequisites for increasing the competitiveness of the industry include the formation of a cluster-based development model, improvement of the logistics system, expansion of financial support, and implementation of innovative technologies for flower production and sales. The results of expert evaluation confirmed the significance of these mechanisms and the necessity of their comprehensive application to ensure sustainable development of the flower business.
The study of the marketing component identified the priority of digitalization of sales channels, formation of a national flower product brand, and promotion of the advantages of locally produced flowers. The analysis of the institutional environment revealed the need to improve the system of state support, standardization, and certification of products in accordance with international practices. The proposed development directions provide a basis for increasing the efficiency of flower business enterprises and strengthening their positions in domestic and foreign markets.
Originality. A conceptual model for the development of the flower business in Ukraine has been substantiated based on the integration of organizational and economic, marketing, and institutional mechanisms. Approaches to the cluster-based organization of the sector and its marketing support have been improved through the use of digital promotion tools, branding, and product differentiation. Approaches to the institutional support of the flower business have been further developed through standardization, certification, and government support. The developed provisions provide a theoretical and methodological basis for further research and the practical implementation of strategies for the development of the flower business in Ukraine.
Practical value. The proposed conceptual model can be used by public authorities, industry associations, and enterprises to formulate policies and develop strategies for the development of the flower business in Ukraine.
Key words: flower business, flower products market, floriculture, conceptual foundations of development, organizational and economic mechanism, marketing mechanism, institutional support, globalization.
References
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