УДК 339.137

DOI: https://doi.org/10.36887/2415-8453-2020-3-6

Oleksij O. Krasnorutskyy
Doctor of Economic Sciences, Professor, Head of the Department of Organization of Production, Business and Management,
Kharkiv Petro Vasylenko National Technical University of Agriculture
Yuriy I. Danko
Doctor of Economic Sciences, Professor, Vice-Rector for Research Work,
Sumy National Agrarian University
Anna M. Orel
PhD in Economics, Associate Professor, Doctoral Student of the Department of Organization of Production, Business and Management,
Kharkiv Petro Vasylenko National Technical University of Agriculture

JEL classification: M15; M22

Abstract

Introduction. For the agricultural sector, as a key set of sectors of the national economy, current trends in innovation, in addition to positive results, create additional difficulties in the environmental context, necessitating the need to take into account all aspects of agricultural business and the degree of anthropogenic impact. The multilevel environment and complex causal links between its factors, which determine the choice of competitive strategy to ensure the competitiveness of the enterprise in the system of innovation and investment development, plays a crucial role in determining the formation and use of competitive potential of agribusiness entities.

The purpose of the article is to identify environmental factors for the formation of the competitive potential of agricultural enterprises and the development of methods for their evaluation.

Results. The most significant factors of the external environment for the formation of the competitive potential of agricultural enterprises were conditionally divided into microeconomic, macroeconomic and supranational. Microeconomic factors include: market capacity, suppliers, type of market on the basis of conditions of competition, conditions of competition in the resource market, the state of logistics infrastructure. Macroeconomic factors include: political stability, exchange rate, inflation, the state of development of the financial market, legal regulation, environmental situation, involvement in the processes of scientific and technological progress, demographic. Factors of a supranational nature include: trade rules, tariff restrictions in countries – trading partners, non-tariff restrictions in countries – trading partners, world prices. In order to assess the impact of environmental factors, previously grouped into 3 sets, a cognitive map was developed, which is a sign-oriented graph, the concepts of which correspond to the selected factors, including the competitive potential of agricultural businesses. The structure of the cognitive map reflects the relationships between factors that become positive, negative or neutral, depending on the channel of general characteristics. Based on the constructed cognitive map, scenarios were developed by introducing impulses into individual vertices of the graph. By calculating the excitation that carries such an impulse, the value of competitive potential was established depending on the influence of each of the selected factors.

Key words: assessment, competition, competitive potential, environmental factors.

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The article was received 05.07.2020