Economics and Business Management

Mechanism for adapting the social orientation of agrarian business under martial law

V. Nahornii, O. Ruban , M. Tymoshenko
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Abstract

The purpose of this paper was to study the peculiarities of the functioning of the Ukrainian agrarian business under martial law and to develop recommendations for adapting its social orientation for sustainable development. To achieve this goal, the methods of content, contextual, and PESTEL analysis were used. The social adaptation of the agricultural segment was considered from the perspective of the Triple Bottom Line model, which was based on the idea that the sustainable development of an enterprise determined strategic planning with due regard to the key elements: people, planet, and profit. The implementation of the model was examined on the basis of European cases: Upländer Farmer Dairy (Germany), Gailtal Alp Cheese (Austria), and Parish Grasslands Project (UK). Based on the analysis of these cases, the social reorientation of agricultural business involved multilevel and interdisciplinary cooperation between agricultural entities, the transition from extensive to intensive land management, interaction with local communities, development of green tourism, and community involvement in the preservation of sociocultural heritage. An analysis of European experience allowed the researchers to develop recommendations for the social reorientation of the agricultural sector in wartime: interaction between agricultural entities, communities, and other stakeholders to analyse social challenges and find ways to address these challenges; development of green tourism, including at the level of individual estates, family farms, and small or medium-sized farms; and integration of agricultural enterprises into the strategic planning and management of the communities in which these entities operated. Successful practices included the development of the cooperative movement, support for local communities, environmentally responsible farming, involvement of society in the conservation of natural resources, preservation of cultural heritage, and development of green tourism, including on the territory of family farms and individual estates. The results of the study could be used for the strategic planning of the sustainable development of agricultural business under martial law

Keywords

sustainable development; green tourism; triple bottom line; interdisciplinary interaction; corporate social responsibility; business socialisation

Suggested citation
Nahornii, V., Ruban , O., & Tymoshenko, M. (2024). Mechanism for adapting the social orientation of agrarian business under martial law. Economics and Business Management, 15(4), 103-117. https://doi.org/10.31548/economics/4.2024.103
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