Institutional and economic factors shaping the need for agricultural marketing under globalization and increasing competitive pressure

Abstract

The purpose of the article is to provide a theoretical and analytical justification of the emergence of the need for agricultural marketing as an objectively determined component of managerial activity in the agrarian sector. The study focuses on the role of institutional and economic determinants that shape the marketing behavior of agrarian enterprises under conditions of globalization and increasing competitive pressure.

The methodological framework is based on general scientific and specialized methods of economic analysis, including analysis and synthesis, institutional and systems approaches, logical generalization, and structural-functional analysis. Analytical and comparative methods are used to systematize external determinants and to identify cause-and-effect relationships between changes in the market environment and managerial decision-making. Scientific abstraction allows agricultural marketing to be interpreted as an adaptive mechanism rather than a purely functional tool.

The results show that the need for agricultural marketing is not a short-term response to market fluctuations. Instead, it arises from the combined influence of institutional constraints, economic incentives, and changes in management approaches. The institutional environment, through regulatory requirements, standards, and market infrastructure, sets the operational framework for agrarian enterprises. At the same time, economic factors intensify non-price competition and increase income uncertainty. The study proposes a structured classification of institutional, economic, and methodological determinants that shape marketing needs and influence managerial priorities.

It is concluded that under current conditions agricultural marketing performs adaptive, integrative, and analytical functions. These functions support coordination between institutional requirements and the economic feasibility of agrarian enterprises. The institutional-economic approach provides a deeper understanding of marketing as a mechanism for reducing market uncertainty and transaction costs. The findings form a conceptual basis for further research on adaptive marketing strategies aimed at strengthening market resilience and long-term efficiency of agrarian enterprises.