Existentialism of Engineering Marketing and Technological Entrepreneurship in Large Agricultural Enterprises

Abstract

The authors introduce their vision of modern world understanding by the managers and engineering staff of agricultural enterprises in the era of total communications and digitalization of agriculture, referring to the “seventh sense” as a fundamental instinct for comprehension of reality and existence which places human at the centre. In the technical age, engineering marketing is crucial in terms of perception of innovation technology advantages for development of a new entrepreneurial way of thinking, especially for engineers, given their significant participation in commercial projects of agro-industrial complex. The development of integrated hybrid production in agro-industrial complex for innovative agricultural production taking into account different business lines of various enterprises of the complex is suggested to achieve synergy and build a socially-oriented system. The proposals for business development are also introduced.