Aspects of business communication management in the distribution system of plant protection products

Abstract

Abstract. The article is devoted to the substantiation of innovative trends in communicative management of business processes in the distribution of plant protection products. Purpose. The purpose of the article is to justify the innovative aspects of business communication management in the system of plant protection product distribution and to develop a model-algorithm of communicative management for the organizational designs of distributor business processes. Methods. Methods of analysis and synthesis, as well as the monographic method, were applied to carry out conceptual identification of business communications in distribution systems; induction, deduction, and generalization – to substantiate innovative trends of communicative management; the graphic method – to visualize the developed model-algorithm of communicative management. Results. Business communication management systems in agribusiness distribution networks are identified with marketing communication systems as elements of the agribusiness infrastructure environment. Business communications are formed on the basis of institutional concentration, hierarchical influence of the plant protection product market operators, and strengthening of partnerships in the process of organizational design formation. Coordination of the integration of informational and material technologies in communicative management at the national, regional, and local levels of institutional coordination allows for the unification and optimization of contractual supply systems of plant protection products, reduction of transaction costs, and the formation of digital customer management platforms. Conclusions. Innovations in communicative management of business processes in the distribution of plant protection products are shaped within a multi-level institutional digital environment. The implementation of the model-algorithm for the formation of the communicative management system of plant protection product distribution networks will ensure synchronization of the interests of suppliers, distributors, and agricultural producers, thereby achieving high efficiency of business communications and competitiveness of agribusiness network participants. Further scientific research will focus on substantiating the processes of coordination in the formation of agribusiness marketing ecosystems