BRANDING OF AGROLOGISTICS CENTERS AND THE DEPLOYMENT OF DIGITAL TECHNOLOGIES UNDER UNCERTAINTY AND RISK
Abstract
The article provides an in-depth analysis of contemporary approaches to the development of agrologistics centers amid the digital transformation of Ukraine’s agricultural sector and broader European trends. It highlights organizational models of agrologistics centers and reveals their role as key components in building efficient agri-food supply chains and shaping the competitive advantages of market participants. The paper describes the operating specifics of different types of centers – from vertically integrated holdings to cooperative and decentralized structures – their ability to optimize costs, improve the quality of logistics services, and raise the level of service for farmers, processors, and exporters. Special attention is paid to the analysis of digital technology adoption: the use of automated accounting systems and electronic platforms for inventory, transport, document workflow, and data analytics management. The study examines the impact of integrating CRM systems, online tools for brand promotion, and electronic communication platforms on enhancing the quality of marketing activities, expanding partnerships, and strengthening brand recognition and customer loyalty. It is noted that digital transformation increases the flexibility and adaptability of agrologistics centers to changing market conditions and enhances their resilience to external shocks. The paper analyzes and systematizes the experience of Ukrainian and European centers, taking into account mechanisms for ensuring competitiveness: innovation-driven development, logistics infrastructure upgrading, agricultural market integration, and brand image building and maintenance. Key approaches are compared, common features and unique specifics are identified, and pathways for adapting best European practices to Ukrainian agrologistics centers are outlined. Practical recommendations are proposed for optimizing managerial, logistics, and marketing processes and for increasing the resilience of centers under conditions of global uncertainty and risk.
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