RELATIONSHIP MARKETING IN FORMING SUSTAINABLE PARTNERSHIPS OF AGRICULTURAL ENTERPRISES
Abstract
The purpose of the article is to substantiate theoretical and methodological foundations and develop practical recommendations for using relationship marketing to form sustainable partnerships of Ukrainian agricultural enterprises in the context of agricultural sector transformation. The study examines the evolution of relationship marketing from transactional logic to strategic management of partnership interactions, emphasizing the importance of network cooperation for achieving synergy in complex business environments. The concept of relationship marketing for agricultural enterprises is defined as a systematic strategy for managing long-term partnerships with key stakeholders of the agri-food chain based on principles of mutual trust, shared value creation, and business process synchronization. The influence of relationship marketing with stakeholders on sustainable agribusiness development is systematized through mechanisms including consumer demand transformation, supplier cooperation on environmentally oriented technologies, proactive institutional communication with regulators, participatory dialogue with territorial communities, and transparent environmental, social, and governance reporting to investors. A conceptual scheme of relationship marketing in agricultural chains is developed, demonstrating the complex interaction system of various stakeholder groups where synergistic effects of partnership cooperation are formed through integration of economic, environmental, and social sustainable development goals. Multilateral partnership is substantiated as a comprehensive concept for managing long-term relationships with key agri-food chain stakeholders. Critical prerequisites for successful implementation are identified including institutional readiness, technological infrastructure, financial accessibility, human capacity, and cultural readiness. For Ukrainian agricultural enterprises under martial law conditions, relationship marketing becomes not only a competitiveness enhancement tool but also a mechanism for ensuring supply chain continuity. The practical significance lies in providing agricultural enterprises with strategic guidelines for building sustainable competitive advantages through systematic stakeholder relationship management in the context of global challenges and digital transformation requirements.
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