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Application of Marketing Tools in the Bioeconomic Sector

Author

Listed:
  • Oleg Kucher

    (Department of Energy Saving Technologies and Energy Management, Higher Educational Institution “Podillia State University”, 32-302 Kamianets-Podilskyi, Ukraine)

  • Oleksandra Hutsol

    (Faculty of Production and Power Engineering, University of Agriculture in Krakow, Balicka 116B, 30-149 Krakow, Poland
    Ukrainian University in Europe—Foundation, Balicka 116, 30-149 Krakow, Poland)

  • Liliya Prokopchuk

    (Department of Marketing and Trade Entrepreneurship, “Ukrainian Engineering and Pedagogical Academy” of V. N. Karazin Kharkiv National University, 61-003 Kharkiv, Ukraine)

  • Taras Hutsol

    (Department of Machine Operation, Ergonomics and Production Processes, Faculty of Production and Power Engineering, University of Agriculture in Krakow, Balicka 116B, 30-149 Krakow, Poland
    Department of Agricultural Engineering, Odesa State Agrarian University, Panteleimonivska St, 65-012 Odesa, Ukraine)

  • Yurii Vasylyshen

    (Department of Corporate Finance and Controlling, Kyiv National Economic University Named After Vadym Hetman, 54/A Beresteysky Avenue, 03-057 Kyiv, Ukraine)

  • Anatoliy Tryhuba

    (Department of Information Technologies, Lviv National Environmental University, 80-381 Dublyany, Ukraine)

  • Jakub Gajda

    (Department of Production Engineering, Logistics and Applied Computer Science, Faculty of Production and Power Engineering, University of Agriculture in Krakow, Balicka 116B, 30-149 Krakow, Poland)

  • Rafał Kornas

    (Department of Production Engineering, Logistics and Applied Computer Science, Faculty of Production and Power Engineering, University of Agriculture in Krakow, Balicka 116B, 30-149 Krakow, Poland)

  • Andrzej Borusiewicz

    (Department of Agronomy, Modern Technologies and Informatics International University of Applied Sciences in Lomza, Studencka 19, 18-402 Lomza, Poland)

Abstract

This article presents a theoretical generalization and justification of conceptual provisions for the formation of a marketing mechanism for managing the development of the bioeconomy. Its main components and relationships to the management system are analyzed. The essence of the concepts of the “bioeconomy”, “marketing management”, and “marketing management mechanism” is revealed. It has been proven that the bioeconomy is considered the key basis of modern innovative directions for ensuring economic development. It is based on the widespread use of biotechnology and the application of biological renewable resources to produce products and energy, which are the basis for the implementation of bioeconomic processes in Ukraine and characterize the current state of its development. It is established that in modern conditions, the management of enterprises based on the principles of marketing management is of great importance. It is important to study the organization of marketing management as an innovative approach to managing the development of the bioeconomy, which will allow us to achieve optimal economic efficiency and a positive social effect. Primary attention is paid to the study of marketing management as an innovative approach to managing enterprises that are part of the bioeconomy system.

Suggested Citation

  • Oleg Kucher & Oleksandra Hutsol & Liliya Prokopchuk & Taras Hutsol & Yurii Vasylyshen & Anatoliy Tryhuba & Jakub Gajda & Rafał Kornas & Andrzej Borusiewicz, 2025. "Application of Marketing Tools in the Bioeconomic Sector," Sustainability, MDPI, vol. 17(8), pages 1-34, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3590-:d:1635891
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    References listed on IDEAS

    as
    1. Erik Gawel & Nadine Pannicke & Nina Hagemann, 2019. "A Path Transition Towards a Bioeconomy—The Crucial Role of Sustainability," Sustainability, MDPI, vol. 11(11), pages 1-23, May.
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    5. Daniel Hausknost & Ernst Schriefl & Christian Lauk & Gerald Kalt, 2017. "A Transition to Which Bioeconomy? An Exploration of Diverging Techno-Political Choices," Sustainability, MDPI, vol. 9(4), pages 1-22, April.
    6. Dian Jia & Honghou Zhang & Xiaoyang Han, 2023. "Construction of Enterprise Marketing Management System in Digital Economic Environment from the Perspective of Green Ecology," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    7. Oleg Kucher & Taras Hutsol & Szymon Glowacki & Iryna Andreitseva & Anatolii Dibrova & Andrii Muzychenko & Anna Szeląg-Sikora & Agnieszka Szparaga & Sławomir Kocira, 2022. "Energy Potential of Biogas Production in Ukraine," Energies, MDPI, vol. 15(5), pages 1-22, February.
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