Fernando Pereira

The relevance of the research is determined by the need of modern agricultural enterprises for innovations. Only on the basis of innovative development they can be competitive and later enter industry 4. The purpose of the article is to analyze and justify an innovative approach to the formation of technological networks in the agricultural sector based on the use of competitive advantages of human capital and strengthening of its creativity. The authors note that in order to attract innovation, project managers must coordinate the company's strategy with the strategy of knowledge management and creativity development. The study summarizes the results of using an innovative model in the Brazilian agricultural sector that promotes human capital development and knowledge generation, as well as environmental sustainability (the UTAUT model). The evaluation of these results showed that a significant factor in the successful implementation of the innovation model is the creation of an appropriate organizational and management culture, focused on the involvement of innovations in the activities of agricultural enterprises. The authors conducted a survey of agricultural workers of large and small enterprises of this industry in order to identify their need and degree of readiness for innovations. The results of the survey showed significant differences between large and small enterprises in the given parameters, which require the choice of different ways and sources of strengthening their innovativeness. The problem raised in the article is also relevant for Ukraine as a country with a traditional agricultural sector.