Subject The article discusses a target-oriented approach application in the management of a fruit and berry cluster to enhance the efficiency of its function and development. Objectives The aim is to investigate the problem of improving the management system in the fruit and berry cluster, provide recommendations for a target-oriented approach application to cluster management and a program for the sectoral cluster development, using a management and coordination-based functional model. Methods In the work, we employ monographic, economic and statistical, abstract and logical, scientific generalization, and graphical methods. Results The paper underpins the application of a target-oriented approach to the fruit and berry cluster management in the Orel oblast, presents a structured program of its development. The content of the program is interlinked with the proposed model of a potential fruit and berry cluster and rests on calculations of the potential volume of the fruit market in the region. Conclusions and Relevance The fruit and berry industry is the one that most notably depends on import. It stems from the fact that the industry has low investment attractiveness and is insufficiently supported by the State. We consider the offered target-oriented approach to the fruit and berry cluster management as an efficient tool enabling to devise an integrated program containing a goal and objectives of cluster development, stages, targets, resource base definition, internal processes regulation, and specific calculation of cluster performance.
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