The article presents indicators of the agricultural industry management system: doing business in a digital and technological transformation from the perspective of an ontological approach. It is important to note that it is impossible to transform under the requirements of the modern world without the introduction of innovation. However, innovation is always marked by financial costs and loss of time, which reduces the innovative activity of organizations in the agricultural sector, and, therefore, determines the diagnosis of innovation and investment policy.
The core idea of the article is the existence of complicated array of deterrent factors that influences innovation activity of agriculture organizations, and subjective, psychological factors among those factors as well. The main goal of this work is to assess the top management and proprietors’ of AIC enterprises readiness to implement the innovations. As a research’ working hypothesis used the decisive role of human factor in answering the question whether to innovate or not.