CONSULTANCY PROVISION FOR STRATEGIC DEVELOPMENT OF AGRICULTURAL ENTERPRISES IN THE CONTEXT OF INCREASING INVESTMENT ATTRACTIVENESS AND EUROPEAN INTEGRATION PROCESSES OF UKRAINE

The article examines the role of consulting support in the strategic development of agricultural enterprises in Ukraine, emphasizing the enhancement of investment attractiveness and alignment with European integration processes. In the context of the European Green Deal and increasing environmental and social requirements, Ukrainian agribusiness faces the need to modernize technologies, adopt sustainable practices, and comply with EU market standards. The study highlights the importance of integrating innovation, such as precision farming, artificial intelligence, IoT technologies, automation, and vertical farming, to improve productivity, optimize resource use, and reduce environmental impact. Energy efficiency and the use of renewable energy sources, including wind and bioenergy, are analyzed as critical factors for ensuring enterprise resilience and sustainable growth. The research underscores the significance of corporate environmental responsibility, encompassing monitoring of emissions and waste, internal environmental audits, personnel training, and the development of ecological standards. Social inclusion is considered a key component of sustainable rural development, promoting employment, equal access to resources, digitalization, and capacity-building for rural populations, particularly women and youth. The article emphasizes the necessity of state, international, and private support mechanisms, including grants, preferential crediting, local investment funds, and agro-technology parks, to enhance the investment appeal of Ukrainian agricultural enterprises. Marketing approaches, including the 4P and 5P models, are proposed to improve enterprise positioning as investment projects, strengthen stakeholder communication, and attract capital. The study concludes that consulting support is crucial for strategic planning, risk assessment, and implementation of measures that align economic efficiency with sustainability goals, ensuring competitiveness, resilience, and integration of Ukraine’s agribusiness into European and global value chains. The results provide a comprehensive framework for policy makers, managers, and investors to facilitate the transition to environmentally responsible, technologically advanced, and socially inclusive agricultural systems in Ukraine.