INNOVATIVE BANKING PRODUCTS AS A TOOL FOR TERRITORIAL MARKETING OF THE AGRICULTURAL SECTOR

Abstract

The article considers innovative banking products as the core of the territorial marketing toolkit of rural communities of Ukraine during the post-war reconstruction period. It is proved that the competitiveness of a community is no longer reduced to its image or “quality of life”: the ability to provide cheap and manageable access to capital for local agribusiness, to lose the creditor’s risk and to forecast cash flows becomes crucial. The theoretical and methodological basis for the compensation approaches of territorial marketing, financial management and banking risk management; the empirical part is formed as a conditional key “Community of Harmony”, which models the interaction of the authorities, banks and producers in building the financial offer of the territory. The article systematically describes the architecture of products and mechanisms that translate the community brand into a “financial brand”: preferential credit programs “5–7–9%” as a source of liquidity and investment; partial credit guarantees for small farmers; insurance and credit packages with coverage of agricultural risks; electronic agricultural receipts as a tool for contractual financing of working capital; "green" and ESG-oriented financing; project financing of local clusters. A four-block model of territory positioning is proposed: financial, security-stabilization, human capital and institutional-communication. Scientific novelty occurs in the changed focus from classical image practices to the interpretation of territorial marketing as a risk management mechanism for the investor and the bank; practical value is in the developed applied algorithm for forming a "territory package" and a list of key performance indicators. It is concluded that the transition of banks from the role of a passive lender to a co-investor partner and co-designer of local projects, coordinated with the regulatory implementation of ESG approaches, forms the basis for the long-term economic self-sufficiency of the community and accelerates the integration of the agricultural sector into the military growth model.