Identifying Agricultural Market Structures and Digital Marketing Impact Using Advanced Networking Technologies

Abstract

The specifics and dynamics of strategic management of agricultural markets in the context of digital transformation are of particular interest in light of the extreme volatility of supply chains and the increasing interconnectivity between stakeholders. The purpose of the article is to reveal the conceptual, methodological and applied aspects of the systematic development of the agricultural market to improve competitiveness of the regions of the global economy in the context of technological transformation. The article presents a model of digitalization of traditional market systems to solve the problems of efficiency enhancement of the supply chain and identify the facts of disparities in the context of economic transformation and intensive globalization that have created a new landscape for the implementation of networking technologies for the sustainable development of the agricultural sector, more complex and specific than before. The network analysis of the connectivity potential of the agricultural corridor at the level of the largest regional hubs of the market presented in the article allows developing an integrated framework of methods for making data-driven decisions. The results of the research revealed the effects of digital management of the agricultural market in the context of globalization, as well as the emerging trends and systematic relationships. The authors proposed a conceptual framework to manage the processes of digital integration of market stakeholders to solve the problems of connectivity in the current context for the socio-economic development of the rural economy.

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