Adaptive and anti-crisis seed marketing as a tool for survival and stabilization of the domestic agricultural market

Abstract

The article analyzes the contemporary challenges threatening the effective functioning of the agricultural market, in particular the production and distribution of seed materials, which serve as a fundamental basis of the national food industry. The study demonstrates that marketing functions not only as a promotional tool, but also as a mechanism for adapting to external shocks. The purpose of the article is to investigate relevant marketing instruments within the structure of adaptive and anti-crisis marketing in the agricultural sector, with the aim of outlining an optimal marketing model for seed materials. The methodological framework is grounded in general scientific and special research methods, including analysis and synthesis-used to generalize scientific approaches to organizing adaptive and anti-crisis marketing of seed materials during wartime; the systemic approach to summarize the factors influencing marketing methodology; the structural-logical method to identify key parameters of the adaptive and anti-crisis marketing model for seed materials; and the abstract-logical method to formulate well-founded conclusions regarding the implementation of the proposed model. The findings substantiate the core objective of adaptive and anti-crisis marketing in the seed material market under wartime conditions an objective focused not only on survival, but also on building competitive advantages for domestic agricultural producers during periods of crisis. Marketing implementation challenges are grouped in order to outline an optimal model of adaptive and anti-crisis marketing in the seed material market. The implementation of the model’s elements will enable a transition from traditional product-oriented marketing to a customer-, service-, and risk-oriented framework, ensuring rapid responses to external changes of the current agricultural crisis and strengthening the sector’s resilience.