VALUE STREAM MAPPING: A TOOL FOR INCREASING THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES

Taking into account the importance of the agricultural sector for the country's economy, determining its role in providing food to the population and raw materials to other sectors of production, creating jobs, developing rural areas, the article determined the relevance of the research topic and the factors of increasing the competitiveness of agricultural enterprises. The article is aimed at analyzing the management of the flow of value as a tool to increase the competitiveness of agricultural enterprises. The role of small and medium-sized enterprises (SMEs), both for the economy as a whole and in the development of the agricultural sector, has been determined. This becomes especially relevant in the conditions of martial law, the threat of food danger facing Ukraine, as well as the aggravation of the situation on the labor market. It is specified that the development of SMEs in the agricultural sector is an important task, as it will increase the efficiency of agricultural production, increase its volumes, improve the quality of products and life of the population, reduce prices, create jobs and develop rural areas. The definition of the category «management of the flow of values» is given, which is characterized as a methodology that allows enterprises to optimize their processes and increase production efficiency. The factors that should be considered by enterprises when entering foreign markets, namely: the diversity of the international market, rising costs and potential risks. The use of the umbrella brand as a tool for cooperation with other enterprises through effective management of the flow of value is proposed. An example of an umbrella brand Organic Ukraine Business Hub is presented, which successfully characterizes the expertise and best practices in supporting export activities in order to simplify and improve the export process through the cooperation of member enterprises. Recommendations on the implementation of value flow management and its application in the activities of agricultural SMEs in terms of development of export activities and scaling of markets for products have been provided.