MARKETING MANAGEMENT OF THE BIOECONOMIC POTENTIAL OF ENTERPRISES AND THE QUALITY OF THEIR INNOVATIVE PRODUCTS IN THE POST-WAR RECOVERY STRATEGY

Abstract

The scientific article explores the importance of marketing management in harnessing the bioeconomic potential of enterprises and the quality of their innovative products in the context of post-conflict recovery strategies. It emphasizes the importance of adapting marketing strategies to the challenges and opportunities that arise after the conflict when businesses must focus on market changes and the transformation of consumer needs. The study focuses on how the integration of sustainable practices and innovations can increase the competitiveness and sustainability of bioeconomy enterprises. It also emphasizes the need for an integrated approach that combines marketing strategies with technological innovations to stimulate growth and support the sustainable development of the bioeconomy in conditions of rapid economic change. Tools for assessing the marketing management of the bioeconomic potential of enterprises are proposed and tested on the example of food industry enterprises. The scientific article aims to expand the understanding of how marketing can become a driving force for the successful recovery and long-term sustainability of enterprises operating in the bioeconomy.