AGRICULTURAL PRODUCERS' STRATEGIC MARKETING TRANSFORMATION TOWARDS SUSTAINABLE PATTERNS IN THE CONTEXT OF ACHIEVING HIGHER PRODUCT PERFORMANCE.

The purpose of this paper is to provide an insight into the influence of certain elements of sustainability included in marketing strategies of agricultural companies as the main prerequisite for achieving greater efficiency of their products. Strategic marketing transformation is the result of transformation of organizational culture mediated by market orientation. This research uses a quantitative approach, a stratified proportional random sampling method, with a sample size of n = 147 respondents. The main primary research was conducted using the survey method on a sample of respondents in the Republic of Croatia. For the analysis and processing of the collected data, descriptive analysis, measure of central tendency, measure of dispersion, measure of asymmetry and roundness, then bivariate analysis, and multivariate methods were used. The results of the research confirmed the multidimensionality of the product's effectiveness. The performed regression analysis shows the existence of predictive ability of appropriate elements of marketing transformation in the process of defining and offering effective products on the market (p < 0.001). This knowledge would be useful to agri-food entrepreneurs in the context of defining effective and competitive marketing strategies as an opportunity for development and their economic prosperity. [ABSTRACT FROM AUTHOR]