ENHANCING THE COMPETITIVENESS OF INTERNATIONAL AGRO-TRADERS THROUGH TECHNOLOGICAL INNOVATION IMPLEMENTATION

Abstract

The use of innovative technologies has long gone beyond primary production, covering the entire supply chain and playing a crucial role in increasing the competitiveness of agricultural traders and the development of the agricultural sector as a whole. Therefore, there is a need to conduct research to find out how the "farm technology revolution" will affect the agricultural sector in the near future, and what optimal strategies and ways of implementing technological innovations are needed to increase the competitiveness of international agricultural traders. The article describes the main challenges faced by agri-traders (changing environmental and climatic conditions; uncertain future demand due to urbanization; population growth and social change; the need to optimize production due to high costs), as well as the driving drivers (consumer preferences, evenly distributed opportunities to participate in innovative solutions, research projects or other activities related to new technologies in agriculture, generation and management of big data and analytics, proper government regulation, research and development that justify the feasibility and reliability of new technologies used in the agricultural sector) for the adaptation of new technologies in the agricultural sector. Key technologies are identified and their impact (high, medium, low) on food supply chains and agriculture in general is determined. It has been established that the use of new technologies leads to the strengthening of integration processes in the agri-food sector at the corporate level. The impact of new technologies and their combinations on different stages of value chains is structured and characterized (9 cases are described). The leading companies in the industry and their successful implementation of innovative technologies in their activities are considered. A SWOT analysis is developed to provide recommendations to companies in the market. It is substantiated that the development of digital technologies in agriculture can be a key factor in ensuring sustainable development and increasing the competitiveness of international agricultural traders.