TRANSFORMATION OF ENTREPRENEURSHIP IN THE CONDITIONS OF THE DIGITAL ECONOMY

Abstrakt

STATEMENT OF THE PROBLEM. At the current stage of economic development, Ukrainian enterprises are forced to operate under martial law, which is accompanied by a high level of competitive pressure both in the domestic and international markets. These circumstances necessitate the introduction of innovative production technologies, the use of advanced information systems and the application of effective management approaches. This will help to increase the adaptability of enterprises to a changing external environment and ensure their sustainable development.

THE PURPOSE OF THE STUDY. The research focuses on studying the essence of the digital economy in Ukraine and analyzing the specifics of transformation processes in the field of entrepreneurship in the context of digitalization. The main goal is to identify key trends, challenges and prospects that contribute to the formation of an effective digital business ecosystem.

RESULTS. The study identified key trends in the digital economy, including the Internet of Things, artificial intelligence, and digital platforms. Particular attention is paid to their impact on business processes, organizational models, and consumer behavior. In addition, the main barriers to digital transformation are identified, including technological backwardness and uneven access to digital infrastructure.

CONCLUSIONS. The study concludes that digital transformation offers substantial opportunities for economic growth, provided that barriers such as inadequate infrastructure and digital illiteracy are addressed. Recommendations include fostering digital literacy, encouraging investments in innovation, and implementing national-level digital transformation projects to accelerate economic development in Ukraine.

KEYWORDS: digital economy; system transformations; trends; entrepreneurship.