ADAPTATION OF THE AGRICULTURAL ENTERPRISE MANAGEMENT SYSTEM TO OPERATIONAL INNOVATION AND CREATIVE BRAND STRATEGIZING

Abstract

The article explores theoretical and applied aspects of adapting the agricultural enterprise management system to the conditions of operational innovation and creative brand strategizing. The essence and role of innovation processes in the formation of an effective management system capable of quickly responding to changes in the external environment and the challenges of digitalization of the agricultural sector are revealed. The need for the implementation of strategic management aimed at ensuring the competitiveness and sustainable development of the enterprise based on the integration of innovations, marketing strategies and brand management is substantiated. An approach to operational innovation is proposed, which involves the optimization of management, production and communication processes using digital technologies and creative management tools. Special attention is paid to the strategizing of a creative brand as a factor in forming a positive image of an agricultural enterprise, strengthening consumer trust and increasing brand value. As a result of the study, directions of organizational changes were identified that contribute to increasing the efficiency of the management system and forming an innovation-oriented corporate culture.

The paper proposes a management adaptation model that combines operational innovation tools with creative branding technologies and is focused on developing sustainable competitive advantages. Key management mechanisms are identified, including resource reallocation systems, innovative methods of labor organization, digital solutions in operational management, and brand communication strategies. It is shown that the integration of innovative practices and creative branding provides not only increased efficiency of production and operational activities, but also forms long-term loyalty of consumers and stakeholders. The results obtained can be used in strategic planning for the development of agricultural enterprises, improving the management system, and forming modern brand strategies focused on innovation, environmental friendliness, and value differentiation.