TRANSFORMATION OF THE MARKETING CONCEPT OF AGRICULTURAL BUSINESS DEVELOPMENT IN THE CONDITIONS OF INDUSTRY 5.0

Introduction. An important direction of activity of agricultural enterprises of Ukraine in the period of revival after a serious disruption as a result of Russian aggression of the agrarian business environment is not to regress to an unstable industrial paradigm (for example, Industry 3.0), but to actively implement and use the opportunities of Industry 5.0 (I5.0), which has integrated achievements of previous eras, developing the digitization of technologies for the automation and optimization of agricultural production and management processes that began in the period of Industry 4.0 (I4.0). The versatility of this process is that it involves the digital transformation of the business process management system of agricultural enterprises. Therefore, entering a new business environment based on the technological achievements of Industry 5.0 involves the development of agricultural enterprises not only in the direction of increasing the efficiency and productivity of the production process as the main priority, but also in the direction of strengthening their role and contribution to the development of rural areas, maximally meeting the needs of consumers, which emphasizes the practical orientation of this study. Purpose. The purpose of the article is the development of theoretical and methodological principles regarding the influence of the fifth industrial revolution (New Normality) on the marketing activities of agricultural enterprises. In order to achieve this goal, the task was set and solved: to reveal the economic content of the concept of Industry 5.0; to prove the importance in the process of industrial transformation of agricultural enterprises of changing the purely technological paradigm of development to the concept of development of human-centered technologies; show effective marketing mechanisms for its implementation, formulate and develop the principles of marketing activity in the conditions of industry 5.0. Materials and methods. The information base of the research was EU documents on the problems of implementing innovative technologies of Industry 5.0, scientific works of domestic and foreign scientists, results of own research, Internet resources. To solve the above problems, the work used the methods of logical and systematic analysis, as well as synthesis (to identify the main components of industrial revolutions and change the marketing concept of innovative business activities in line with the principles of Industry 5.0), grouping and typology, modeling (to formalize the indicator of development achievements innovative technologies of Industry 5.0 and systematization of behavioral factors of making innovative decisions for the development of agribusinesses), economic and statistical analysis (to analyze the behavior of innovative agribusiness in the conditions of Industry 5.0), principles of scientific abstraction and dialectical logic (to clarify the logic of making innovative decisions for the development of agribusinesses).