THE ROLE OF COMMUNICATION MANAGEMENT IN SHAPING INNOVATIVE BUSINESS MODELS FOR THE DISTRIBUTION OF PLANT PROTECTION PRODUCT

<jats:p>The study is relevant due to the digital transformation of agribusiness, the complexity of plant protection product distribution, and the need for authenticity, traceability, regulatory compliance, environmental safety, and professional support for agricultural producers. The article substantiates the role of communication management in developing innovative distribution business models and compares their information and communication support. Attention is focused on the transition from linear supply to an ecosystem model integrating manufacturers, distributors, dealers, agricultural enterprises, consultants, logistics operators, and digital platforms. The functions of CRM, ERP, SCM, WMS, TMS, and BI systems in coordinating material, financial, and information flows, forecasting demand, monitoring product batches, and managing risks are identified. Professional interaction among distribution agents is defined as an object of integrated communication management combining vertical, horizontal, network, and platform-ecosystem configurations. The mechanism includes identifying participants and roles, harmonizing standards, creating a shared digital environment, implementing training and consulting programmes, organizing multichannel feedback, evaluating performance, and adapting the network to market, technological, and regulatory changes. The mechanism is formalized as a directed weighted multigraph. Network metrics are used to detect overloaded coordinators, isolated partners, and single points of failure. The economic and mathematical rationale combines social network analysis, process mining, multicriteria optimization, and a performance index. The approach transforms communication into a measurable resource and supports a network configuration that provides the required service level at minimum total cost. Its implementation can reduce information asymmetry, delays, errors, claims, and downtime while improving partner engagement, competencies, decision-making speed, service quality, and ecosystem resilience. The practical value lies in data-driven coordination, transparent responsibilities, and adaptive network development.</jats:p>