Larina, Yaroslava (National University of Life and Environmental Sciences of Ukraine)
The place of lessors of land shares in the system of agricultural marketing in Ukraine
Annals of Marketing Management and Economics, 2017, vol.3, nr 2, s. 65-72
Ukraine’s agricultural sector is developing quickly. While providing solutions to matters of the agricultural industry, marketing should be considered as targeted management of modern agricultural business. One of the specific features of the agricultural market is limitation of land and how production depends on it. More than 80% of agricultural lands are leased to agricultural growers and producers. Under the current conditions of agricultural activity of a business, there is an increase in competitiveness between lessors over reissue of land share lease agreements. Lessors, who are the owners of land shares, have to take their place in the market environment of agricultural businesses and in the system of agricultural marketing in general, since they both perform the functions of the key asset provider, i.e. the land bank and partially the consumer of products made by this business.