MANAGEMENT OF THE INTERNATIONAL COMPETITIVENESS OF UKRAINIAN AGRICULTURAL ENTERPRISES IN THE CONTEXT OF DIGITAL TRANSFORMATION

<jats:p>The article examines the theoretical and applied foundations for managing the international competitiveness of Ukrainian agricultural enterprises in the context of digital transformation. The specific features of building competitive advantages in foreign markets are identified, taking into account changes in global market conditions, logistics chains, requirements for product quality and traceability, and the growing use of digital technologies. The current state of Ukraine’s agricultural sector is analysed, with attention to changes in production and export performance across product groups. The key factors determining international competitiveness are systematized, including production and resource, price, quality, export and logistics, innovation and technological, digital, market and marketing, and managerial factors. It is substantiated that digital transformation strengthens international competitiveness not only through higher productivity and lower costs, but also by improving information and analytical support, optimizing export logistics, enhancing product traceability, facilitating interaction with foreign partners, and improving managerial decision-making. The main managerial directions for strengthening competitive positions in foreign markets are identified, including strategic market analysis, production efficiency, quality and traceability management, export logistics, risk management, and digital competencies. A conceptual approach to managing the international competitiveness of agricultural enterprises is proposed and represented through a conceptual model that combines strategic analysis of foreign markets, selection of target markets and competitive strategy, development of competitive advantages, export and logistics management, performance evaluation, and adjustment of managerial decisions. The proposed approach provides a basis for aligning digital transformation with the international competitive strategy of agricultural enterprises and strengthening their adaptability to changes in the global business environment.</jats:p>