INNOVATION AND MARKETING INTEGRATION OF AGRICULTURAL ENTERPRISES IN UKRAINE

The article presents a comprehensive empirical study of the issues of innovation and marketing integration of agricultural enterprises in Ukraine in the context of structural transformation of the economy and military challenges.The study refutes the classical approach to considering innovations and marketing as autonomous factors.It is proven that for agricultural enterprises in Ukraine, innovations are mainly adaptive in nature and do not form an independent latent construct.The aim of the work is to assess the synergistic effect of integrating innovation potential and marketing assets in the management system of agricultural enterprises and determine the impact of this interaction on financial stability in conditions of uncertainty.The methodological basis of the work is the analysis of a balanced panel of data of 100 agricultural enterprises for 2018-2024.Using exploratory factor analysis, Horn's parallel analysis and k-means clustering, a conceptual model of innovation-marketing integration was developed.The model is based on the distinction between two dimensions: Market Integrationa strategic variable that reflects the business model, export orientation and branding, and Marketing Effortan indicator of the operational return on marketing costs.The key result of the study is the conclusion that digital technologies in the Ukrainian agro-industrial complex are not an autonomous factor of productivity, but act as a tool for marketing integration.The hypothesis that marketing integration, and not just the amount of costs, is the driver of profitability is empirically confirmed: enterprises with developed export channels and vertical integration demonstrate higher financial stability.At the same time, the "marketing budget paradox" was revealedwhen increasing costs without changing the business model does not lead to increased efficiency.