THE SOCIO-ECONOMIC MECHANISM FOR THE DEVELOPMENT OF ENTREPRENEURIAL ACTIVITY OF COOPERATIVE ASSOCIATIONS UNDER THE CONDITIONS OF INDUSTRIAL MARKETING TRANSFORMATION

Abstract

The article takes into account that the socio-economic mechanism of entrepreneurial development operates within a framework of specific social relations, behavioral norms, and levels of trust among market participants, which necessitates its consideration as a system of interrelated institutions and instruments. It is substantiated that the traditional division of the examined mechanism into economic and social components does not provide a comprehensive picture. It is revealed that there exists a less obvious marketing component that integrates the economic rationality of entrepreneurial decisions with the socially conditioned needs and expectations of stakeholders, ensuring the linkage between producers and the market, adaptation to market conditions, the creation of customer value, and the development of long-term relationships. It is determined that cooperative associations in agriculture demonstrate a high degree of flexibility in applying economic, social, and marketing instruments, focusing on the joint use of resources, income stabilization for members, and integration into competitive market chains. It is shown that within the system of industrial marketing, forward contracts act as an effective instrument for aligning the market interests of producers and consumers and, at the same time, as a functional component of the socio-economic mechanism. It is taken into account that under martial law conditions they face challenges related to high uncertainty, risks of product damage, logistical constraints, and limited access to financial instruments. It is revealed that their effective application is possible through flexible contractual frameworks with adaptive volume parameters, alternative logistics scenarios, formula-based pricing, and a cooperative mechanism of collective guarantee for the fulfillment of obligations. It is demonstrated that the integration of economic, social, and marketing components in combination with the digital platform “AgriLumen” forms a modern socio-economic mechanism for entrepreneurial development, capable of enhancing the efficiency of market coordination and strengthening the sustainable competitive positions of cooperative associations under conditions of high uncertainty.