Marketing Channels as a Factor of Sustainable Agribusiness

Due to the growing importance of marketing channels in market economies and the dominance of trade, particularly retail, as well as the fact that current economic flows in the Republic of Serbia, in the process of transitioning from an administrative to a market system of economy, highlight channels of traffic and distribution as a central problem and area of business rather than product, price, and promotion, the subject of this paper is precisely marketing channels, i.e., trade in the Republic of Serbia. The contemporary business environment requires a different approach to business. Between domestic and foreign markets, there is a very pronounced competition. The demands and needs of consumers are more complex, and their expectations have increased. Rapid adaptation is necessary due to constant changes in the environment. On the one hand, it is essential to monitor changes and adapt, while on the other hand, it is essential to show initiative. All these mentions indicate the absence of a single formula that guarantees success, therefore flexibility, proactivity, and willingness to accept changes appear as key success factors.