Informational improvement for agricultural business management as an instrument for implementing competitive potential

Complete, high-quality, and timely information support for management processes is a key prerequisite for gaining competitive advantages and realizing the potential competitiveness of business entities. The article examines the current information support for the agricultural sector and identifies its key shortcomings. To determine the strategic focus of information support for managing the development of the farm sector and rural areas, key principles were formulated that will contribute to further integrating the agricultural industry into the national information space. Its main elements are agrarian producers, state institutions, educational institutions, scientific institutions, advisory services, professional associations and partnerships, and residents of rural areas. The basic role in forming the information environment on new principles is assigned to creating the National System of Agricultural Information and Knowledge. Based on the research results, the author’s model of the architecture of the information and consulting system for managing the potential of competitiveness in the agricultural sphere was substantiated. It is determined that the information support processes for making competitive management decisions should be supplemented by advisory support to manage the development of the agricultural sector and rural areas. By the author’s approach to the informatization of management, a phased program for forming an information and advisory system for competitive agribusiness is proposed. A new model of information and consulting support for managing the competitiveness potential of agricultural business entities should ensure a highly professional generation of consultants and the accumulation of the maximum possible amount of information resources necessary to meet the competitive needs of agribusiness. The key principles and prerequisites for building such a system should be free of charge for agricultural producers, expanding the boundaries of partnership with state institutions, and maintaining professional human resources. Keywords: agricultural producers, rural areas, agricultural management, competitive advantages, information, advisory support.