8th International Scientific Conference Modern Trends in Agricultural Production, Rural Development and Environmental Protection (2026) [pp. 169-175]
AUTHOR(S) / AUTOR(I): Dijana Vašaš Kuručev 
, Jasmina Poštin , Mitar Lutovac
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DOI: https://doi.org/10.46793/8thMTAgricult.169VK
ABSTRACT / SAŽETAK:
Modern agricultural production in the era of globalization and intense climate change has evolved from the basic cultivation of primary commodities into a highly competitive, technologically advanced, and strictly market-driven sector. The contemporary agri-food market imperatively demands continuous innovation, digital adaptation, the application of precision agriculture, and the development of sophisticated branding strategies directly targeted at specific consumer segments. Contrary to these global trends, traditional agricultural practices in the Republic of Serbia and the wider Western Balkan region remain chronically focused on extensive production and the sale of primary products with extremely low profit margins. This approach exposes local producers to permanent economic risks, price volatility on global food markets, and the long-term loss of economic sustainability within rural communities.
This paper aims to thoroughly explore and scientifically articulate the critical importance and causal links of entrepreneurial leadership in the transformation process of primary agricultural raw materials into differentiated agricultural products with high added value. The study applies a qualitative methodology based on a multiple case study and comparative analysis of three distinct management models in the strategically important berry sector. The analyzed models include: (1) a successful domestic branding model based on the institutional protection of geographical indications and advanced industrial finalization, (2) a traditional, predominantly reactive model characterized by the absence of visionary leadership and an orientation toward bulk raw material sales, and (3) a regional eco-leadership model from the immediate neighborhood (Bosnia and Herzegovina) that successfully integrates certified organic production with the concept of the experience economy through rural agritourism.
The results of the conducted research unequivocally demonstrate that proactive entrepreneurial leadership represents the primary catalyst and fundamental driver of progress along the agricultural product value chain. Adequate leadership competencies of managers and farm owners not only directly generate economic stability and resilience against market fluctuations but also play a crucial role in implementing rigid agro-ecological standards and preserving local biodiversity. Leaders in modern agriculture act as key change agents who successfully overcome the structural shortcomings of fragmented family farms through their social and economic integration. The concluding remarks of the paper articulate specific recommendations for policy-making and emphasize the absolute necessity of systemic, institutionally supported education for farmers in the field of strategic management and entrepreneurship, as a key prerequisite for ensuring the long-term competitiveness of domestic agribusiness in regional and international food markets.
KEYWORDS / KLJUČNE REČI:
Entrepreneurial leadership, value-added products, rural development, comparative analysis, cooperatives, sustainable agribusiness
ACKNOWLEDGEMENT / PROJEKAT:
REFERENCES / LITERATURA:
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