Kozak L. Formation of product positioning strategies of agricultural enterprises on the domestic and world markets

The thesis is devoted to theoretical generalization and new solution to urgent scientific problem of elaborating theoretical, methodological and applied aspects of product positioning strategies of agricultural enterprises on the domestic and world markets as a main economic condition of its efficient activities. The factors of the formation of product positioning strategies of agricultural enterprises have been determined, and the mechanism of formation of economic and associative attributes of agricultural goods has been substantiated. As a result of research, the theoretical and methodological approaches to the formation and implementation of the efficient positioning strategies of agricultural enterprises have been elaborated, and branch peculiarities of the formation of strategic vision and positioning aims have been investigated. Number of suggestions to create a favorable external environment for the implementation of positioning strategies of agricultural enterprises has been made, particularly the improvement of the system of state agricultural policy at the macro level and the establishment of the modern forms of strategic partnership between agricultural market participants.