The article reveals the innovative principles of using CRM systems at different levels of branded niche industries for the European integration vector in agrarian business implementation. External and internal potential opportunities for the development of CRM systems are considered in the context of business in communities; quality and ensuring product competitiveness; ensuring balanced development of production potential, etc. It has been proven that there is a transition to voluntary business reporting, a gradual transition to the information and experience necessary for investors, projects that are moving in the direction not «only for the community», but «with the participation of the community», the formation of trust – all as prospects for a successful business, etc. It is substantiated that a positive manifestation of the CRM system of a community or region is the implementation of internal transformations' strategy due to the expansion of cooperative relations between small organic agricultural producers. This will reduce total circulation costs, as well as, help with the formation of export batches and effective cooperation with retail chains, and the development of own trade structures. It is proved that the evolution from an online store and (or) regional subordination specialized in the city requires gaining trust as a reliable supplier. For a cooperative, business or community, it is necessary to invest funds in the training of producers of goods in the production of original goods or services. A significant feature for ensuring the operation of the brand is using high-quality raw materials, and as a result, the price of the final product becomes higher than on the market. From here, it will be more difficult to sell a quality product. Described innovations of various manufacturers, for example, the «umbrella» brand (geographic marking «Taste of the Ukrainian Carpathians»). World experience shows the significant pace of transformations in the spheres of agrarian business and the formation of institutional formations that satisfy consumers' wishes for ecological products and services, organic or craft products, products grown in their community (nearby, «familiar» products, etc.). Such processes take place against the background of the world economy globalization and lack of trust in large producers and supranational entities in the business of food production.
Author Biographies
Petro Skrypchuk, National University of Water and Environmental Engineering, Rivne
Doctor in Economics , Professor
Mykhailo Skrypchuk, National University of Water and Environmental Engineering, Rivne
