FORMATION OF THE SUSTAINABLE DEVELOPMENT POTENTIAL OF MARKETING SYSTEMS IN AGRIBUSINESS

Abstract

The article examines the theoretical and methodological foundations of the sustainable development potential of marketing systems in agribusiness and proposes mechanisms for its formation at the local and regional levels of agrarian socio-economic systems. This potential is interpreted as an integrated combination of resources, competencies, relationships, institutional conditions, and reserves that ensure the long-term functioning and adaptive renewal of marketing systems on the principles of economic effectiveness, environmental responsibility, social inclusiveness, and territorial balance. Based on the systems approach, territorial-spatial, environmental, and socio-economic subpotentials are distinguished, while the managerial factor is defined as an integrator of market interaction. The roles of hybrid and expert environments, object-subject interaction, and the analytical and diagnostic subsystem as the value-market core of potential reproduction are substantiated. The main barriers preventing small and medium-sized agricultural enterprises from joining organized marketing chains are systematized, including insufficient and irregular product batches, inconsistent quality, weak storage and logistics infrastructure, limited finance and market information, price asymmetry, costly certification, and low digital capacity. The proposed formation mechanisms comprise cooperative consolidation, contractual planning, common quality protocols, shared service and infrastructure hubs, route coordination, collective negotiations, regional information services, group certification, digital traceability, contract financing, credit guarantees, interoperable digital solutions, multichannel sales, and transparent platform rules. The findings support trust, predictable sales, resource efficiency, social inclusion, and resilience in agribusiness marketing chains. Their implementation enables participants to coordinate interests, reduce transaction costs and risks, improve market access, ensure a fairer distribution of added value, and adapt local and regional marketing systems to interregional and international agribusiness networks.