The competitiveness of the national economy is ensured by mutually beneficial cooperation of various business activities and industrial specialization of business units. The purpose of this article is to identify the main motives of the economic behavior of business units in Ukraine, which predetermine structural changes in the industrial sector and agro-industrial complex, and to develop an algorithm for substantiating the strategic choice of participating forms in integration formations for the business development. The economic and statistical analysis has identified trends in structural changes in the industrial and agricultural sectors of the Ukrainian economy. By generalization of scientific views on the content of integration processes, there were identified the influence of institutional factors on the development of forms of integration interaction and maintaining the stability of integrational entities, and the factors of technological and logistic expediency on the formation and development of business networks. There was formed the algorithm of substantiation of strategic decisions regarding the choice of enterprises of the forms of participation in the integration formations of different types. The differences in the positions of the initiators of the business network creation and the participants involved in them were identified regarding the composition and relationships in the network that affect its sustainability. The application of this algorithm will ensure that the management of enterprises makes more substantiated decisions on the creation of an organizational framework for the implementation of competitive strategies in promising areas of inter-sectoral cooperation.

The problem of the optimization model constructing of industrial enterprise innovation potential development for improving their ability to implement competitive strategies has been actualized. The expediency of the value theory basic provisions using for this has been substantiated. The gist and functional assignment of the enterprise innovative potential from the standpoint of valueoriented approach have been considered. It has been argued that the main criterion of the optimal option choosing from possible alternatives of innovation potential development should be maximization of the company's ability to create consumer values in the context of selected competitive strategies. Technological and cognitive components of consumer value in connection with structural elements of the enterprise innovative potential have been highlighted. The optimization model for managing the industrial enterprise innovative potential development has been built adhering to the value-oriented approach. As the tools of practical implementation of this model the methods of expert evaluation and analysis of hierarchies that are used to assess the probable risks of decision-making have been determine.

“Green entrepreneurship” practice dissemination is one of the “sustainable development” concept strategic goals. In agro-industrial sector this practice involves the business processes environmental optimization, which requires significant investments for technological changes and limits the competitive strategies variability for small and medium enterprises. Ukraine’s agricultural sector “green entrepreneurship” projects investing analysis confirmed that they mainly involve big business. This updates the problem of “green entrepreneurship” competitiveness increasing. This article purpose is to substantiate vectors and modalities for participatory development of agro-industrial business network for realization the competitive business strategies in the “green business” field. It has been emphasized that the membership and the business network structure should provide business processes adaptive and proactive flexibility. It has been identified this flexibility determinants in the structure of the participants innovative potential, which can accumulate specific resources and competencies for the “green” entrepreneurship competitiveness. The scheme of formation the specific resources owners’ strategic partnership for the competitive business strategies realization has been developed. It has been indicated that in the agricultural sector this allows to increase the joint innovation potential for cleaner production in all parts of the value chain. It has been recommended to coordinate the strategic priorities of the participants on the methodological basis of the game theory, which will contribute to the partnership stability and effectiveness.

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Purpose. The purpose of this paper was to analyze the development of the food market in Ukraine and determine its compliance with the goals of sustainable economic development, to formulate the concept of marketing of balanced development in relation to the food market and to identify a set of tasks that need to be addressed within this concept. Methodology / approach. While writing the article we used the following: methods of content analysis – to study scientific approaches to the interpretation of marketing tasks in terms of the concept of «sustainable development»; morphological analysis, generalization and scientific abstraction – to clarify the essence of the definition of «marketing of balanced development» and its conceptual content; economic-statistical and comparative analysis – for research, the dynamics of the food market and the market of organic products in Ukraine, the structure of exports of agricultural products to Ukraine, as well as the impact of the agro-industrial sector on the environment. To visualize the results, we used methods of graphical and tabular representation. The method of SWOT analysis assessed the qualitative characteristics of the state of the market of organic products of Ukraine in the light of opportunities and obstacles to the implementation of the concept of «sustainable development». Abstract-logical method was used to form a complex of marketing of balanced development, conclusions of the article and directions for further research. Results. The article is devoted to the study of the dynamics of the Ukraine food market development as a component of the national economy and food security of the state. It was determined that the areas of agro-food production, food processing and food products trade were showing growth due to increased demand in domestic and foreign markets. However, as a result of technological and resource features, agro-food production has a negative impact on the environment of Ukraine. Trends in the development of organic production as a way to implement the concept of sustainable development in the food sector were studied. The author’s interpretation of the essence of the concept of balanced market development was offered and the complex of tasks of marketing for the enterprises functioning in the food market was defined. Originality / scientific novelty. The article defines the magnitude and extent of the impact of agro-food production on the environment. The essential content of the definition of «marketing of balanced development» in relation to the agro-industrial sector through the prism of the concept of «sustainable development» was clarified. For the first time, a SWOT analysis was used to assess the state of the market of organic products of Ukraine in the light of opportunities and obstacles to the implementation of the concept of «sustainable development», which allowed determining the main directions for improving the marketing set for food market entities. The provision of the concept of sustainable development in the food sector was further developed. Practical value / implications. The main results of the study can be used for (i) structuring tasks of the marketing of balanced development of agribusiness entities; (ii) determining balanced development marketing complex for enterprise, will be relevant for both the organic market and the food market as a whole; (iii) definition of the purposes of balanced development at development of strategy of the enterprises; (iv) development of strategic directions of activity for the enterprises of the organic market on the basis of the conducted SWOT analysis.