Agribusiness marketing in transition: Current trends and strategic implementation in Azerbaijan

This paper investigates the shift from traditional marketing channels to digital, brand and coordinated market systems in the agribusiness marketing of Azerbaijan. It is a descriptive-analytical design, which includes a thematic review of relevant literature and policy documents, followed by secondary analysis of the official agricultural indicators and a strategic assessment of logistics, certification, digitalization, agro-parks and cooperative frameworks. The indicators compiled indicate that total agricultural output was about AZN 14.19 billion, wherein the share of crop output was 47.6 per cent, and the share of the livestock sector amounted to 52.4 per cent and agricultural exports were found to be about USD 936 million, among which the share of fruits and vegetables was significant. It was identified that digital platforms, direct-to-consumer linkages, regional branding, certification, agropark integration and co-logistics can bolster market linkages and value appropriation. Fragmented structures in agricultural production, as well as differences in digital skills, marketing capacity and storage and transport capacity also continue to hinder competitiveness. Proposals for regional value-chain orientation based on geographical identity, digital traceability and a logistics-sharing cooperation. The results clearly indicate that market support through better coordination of market institutions, infrastructure, quality assurance, finance, and digital tools play a pivotal role in boosting the competitiveness of Azerbaijan's agribusiness sector in the domestic and export markets.