СТРАТЕГІЧНЕ УПРАВЛІННЯ ЕКСПОРТНИМ ПОТЕНЦІАЛОМ СІЛЬСЬКОГОСПОДАРСЬКИХ ПІДПРИЄМСТВ В УМОВАХ ЄВРОПЕЙСЬКОЇ ІНТЕГРАЦІЇ, STRATEGIC MANAGEMENT OF THE EXPORT POTENTIAL OF AGRICULTURAL ENTERPRISES IN THE CONTEXT OF EUROPEAN INTEGRATION

<jats:p>The study substantiates the theoretical and practical foundations of strategic management of the export potential of agricultural enterprises amid European integration. The relevance of the research stems from the sector’s growing contribution to Ukraine’s export revenues, increasingly stringent EU requirements for product quality and safety, the need to adapt business operations to wartime challenges, disrupted logistics, implementation of the European Green Deal, and intensifying competition in EU markets. The study aims to examine the specific features of strategic management of agricultural enterprises’ export potential, identify key drivers of its development, and substantiate measures to enhance export performance in European markets. The methodological framework combines general scientific and specialised methods, including analysis and synthesis, comparison, the systems approach, logical generalisation, and tabular analysis. The study identifies the principal strategic approaches to export development, examines mechanisms for integrating agricultural enterprises into international value and distribution networks, and systematises priority areas for strategic management under European integration. The findings demonstrate that effective export-potential management requires an integrated approach encompassing product quality enhancement, innovation, market diversification, deeper processing, logistics optimisation, environmental transformation, and comprehensive risk management. Priority directions for improving strategic management include aligning production with EU standards, expanding high-value-added products, accelerating digitalisation, modernising logistics infrastructure, strengthening international cooperation, and enhancing public support for export-oriented enterprises. The practical significance of the findings lies in their applicability to the design of agricultural enterprises’ export development strategies and policy measures aimed at strengthening their competitiveness, resilience, and sustainable integration into European markets.</jats:p>