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ARCHITECTONICS OF THE MECHANISM OF COMPETITIVE POTENTIAL MANAGEMENT IN MAINTENANCE OF INNOVATIVE AND INVESTMENT DEVELOPMENT OF AGRIBUSINESS SUBJECTS

Introduction. It is necessary to develop, implement and continuously improve the mechanism of competitive management to ensure the effective implementation of competitive strategies to achieve the desired level of competitiveness of the enterprise during the implementation of marketing policy. The special role of this potential in the system of innovation and investment development is due to the need to form a mechanism for selecting the most effective solutions and activities that require resources and meet the requirements of modern high-tech society.
The purpose of the article is to substantiate the architecture of the mechanism of managing the competitive potential of agribusiness entities in ensuring innovation and investment development.
Results. It is established that the mechanism of competitive potential management in ensuring innovation and investment development of agribusiness entities should include a methodological basis of management, which combines stages, functions, methods, goals, laws and principles, on the basis of which the competitive potential management process is implemented based on many types of collateral. Within the framework of certain components, the architectonics of the specified mechanism is offered. It is substantiated that the purpose of the mechanism is to ensure movement and transformation, which in the context of management activities, which includes competitive management, involves management decisions in the form of justification of a specific competitive strategy for a particular strategic area and its implementation. The essence of the elements of the mechanism of competitive potential management in ensuring the innovation and investment development of agribusiness entities with an emphasis on economic laws, which are included in the methodological basis of management.
Keywords: architecture, mechanism, competitive potential, innovation and investment development, competitive strategies, agribusiness entities.