THE ROLE OF THE ENTREPRENEUR IN MODERN AGRIBUSINESS AND CHOOSING THE MOST FAVORABLE ENTREPRENEURIAL STRATEGY

Modern agribusiness, as a permanent process of reallocating financial, physical, and human resources from areas of societal reproduction where they are underutilized and inefficiently used to areas where they will yield much greater effects, always demands a positive optimistic attitude. The entrepreneur, in line with the analyses of self-development management philosophy, must impartially and objectively assess their strengths, weaknesses, available opportunities and threats in their operations. It is crucial to believe in one's abilities and the products or services offered. Agricultural entrepreneurship, as part of production, is characterized by low mobility of assets over time and space. Land as a production factor also has a limiting effect on agricultural entrepreneurial activity. The natural factor, along with the biological nature of the means and objects of work, is a precondition for the conditioned nature of agribusiness operations. The entrepreneur in agribusiness is a person who possesses creativity, and can lead and handle all challenges and risks in the work process. They are brave enough to take the risk of turning their idea into reality. Entrepreneurs are one of the most renowned untapped sources in the world of creativity and growth, making their role in modern agribusiness increasingly relevant in both developed and transition countries. By utilizing their entrepreneurial skills and qualities, the entrepreneurs should apply the best entrepreneurial strategies for the benefit of the company, not allowing uncertainty and potential failure to discourage future steps. On the contrary, they should see opportunities, not problems, in challenges and risks.