Importance Increasing competition in agricultural markets, low work force productivity and technical equipment of agricultural enterprises necessitate enhancing the level of innovation activity in the agro-industrial sector. Objectives The aim is to define the methods of stimulating the innovation activity for key target segments in the region's agro-industrial complex. Methods The article considers the methodological fundamentals of identifying target segments to enhance an innovation activity of agriculture enterprises in the region through the use of a software package for processing of statistical data - Minitab.16. We identify the main target segments to increase innovation activity of the agro-industrial complex in the Kirov region case. We also systematized methods and tools of the State regulation of innovation activity in the region for each target segment. The study identified major factors, which constrain agro-industrial enterprises' innovative activity, the most important of which include the risks of implementation of innovation capacity of enterprises, the State support for innovation implementation, employees' motivation to innovate, as well as time notion. Results On the basis of the review, we have identified two clusters (target segments), which significantly differ from each other. The first cluster consists of enterprises, which are especially sensitive to the State support measures. The second cluster includes companies, not sensitive to the State support and ready to innovate under favorable market conditions and in case of availability of financial resources. Conclusions and Relevance We came to a conclusion on the need to shift the focus on formation of favorable market conditions and the use of mainly indirect methods in regulating the agro-industrial enterprises innovation.
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