Research Article
Agricultural Product Export Management in the Conditions of Military Conflict
International Journal of Psychology and Strategic Communication, Vol. 2, No. 1, pp. 113–121, 2026
https://doi.org/10.61030/FTHU6891
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Abstract
From the beginning of 2022 and in the following years, Ukrainian exporters face new challenges on international markets, which requires adaptation to changing trade conditions. The study shows that the demand for agricultural products remains stable, but the structure of production is dominated by crop products, in particular grain and oil crops. The importance of reducing the share of agriculture in GDP and the importance of developing comprehensive marketing strategies to strengthen the position of the agricultural sector were noted. The article emphasizes the importance of implementing modern sales systems and marketing communications for the promotion of Ukrainian agricultural products. The use of cross-marketing as an effective strategy for agribusiness, which allows integrating product promotion into cooperation with other enterprises, is proposed. Various forms of cross-marketing that can increase sales and expand the customer base are considered. The importance of integrated marketing communications for creating a single message and increasing consumer confidence in Ukrainian products is emphasized. The conclusions emphasize the need for strategic planning and partnership, which will help increase the share of Ukrainian agricultural enterprises in international markets and strengthen their competitiveness.
Keywords: Export, promotion, activity, sales, competition, management.
Title
Agricultural Product Export Management in the Conditions of Military Conflict
Journal / Publisher Details
Abstract
From the beginning of 2022 and in the following years, Ukrainian exporters face new challenges on international markets, which requires adaptation to changing trade conditions. The study shows that the demand for agricultural products remains stable, but the structure of production is dominated by crop products, in particular grain and oil crops. The importance of reducing the share of agriculture in GDP and the importance of developing comprehensive marketing strategies to strengthen the position of the agricultural sector were noted. The article emphasizes the importance of implementing modern sales systems and marketing communications for the promotion of Ukrainian agricultural products. The use of cross-marketing as an effective strategy for agribusiness, which allows integrating product promotion into cooperation with other enterprises, is proposed. Various forms of cross-marketing that can increase sales and expand the customer base are considered. The importance of integrated marketing communications for creating a single message and increasing consumer confidence in Ukrainian products is emphasized. The conclusions emphasize the need for strategic planning and partnership, which will help increase the share of Ukrainian agricultural enterprises in international markets and strengthen their competitiveness.
Keywords
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Cite this article
Valeria Dubyna (Sotula), & Olha Prykhodko (2026). Agricultural Product Export Management in the Conditions of Military Conflict. International Journal of Psychology and Strategic Communication, 2(1). https://doi.org/10.61030/FTHU6891
Valeria Dubyna (Sotula), & Olha Prykhodko (2026) 'Agricultural Product Export Management in the Conditions of Military Conflict', International Journal of Psychology and Strategic Communication, 2(1). Available at: https://doi.org/10.61030/FTHU6891
Valeria Dubyna (Sotula), & Olha Prykhodko. "Agricultural Product Export Management in the Conditions of Military Conflict." International Journal of Psychology and Strategic Communication 2(1) (2026). https://doi.org/10.61030/FTHU6891
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