ОСОБЛИВОСТІ ФУНКЦІОНУВАННЯ ПІДПРИЄМНИЦТВА В УМОВАХ СУЧАСНИХ ЦИФРОВИХ ЗМІН, FEATURES OF ENTREPRENEURSHIP FUNCTIONING IN THE CONTEXT OF CONTEMPORARY DIGITAL TRANSFORMATIONS

<jats:p>The article examines the peculiarities of entrepreneurship functioning under the conditions of contemporary digital transformations, which represent one of the key factors influencing the restructuring of economic processes, the development of new forms of business activity, and the formation of competitive advantages for entrepreneurial entities. The relevance of the research is determined by the fact that digitalization of the economy causes significant changes in the organization of business activities, mechanisms of interaction between enterprises and consumers, partners and public institutions, as well as approaches to resource management and strategic decision-making. Under the conditions of widespread adoption of digital platforms, artificial intelligence, cloud technologies, big data analytics, and automated information systems, enterprises gain new opportunities to improve operational efficiency, while simultaneously facing new challenges related to technological adaptation, cybersecurity, and the development of digital competencies. The purpose of the research is to substantiate theoretical principles and determine practical features of entrepreneurship functioning under contemporary digital transformations, as well as to analyze the impact of digital technologies on the transformation of business models, enterprise competitiveness, and the development of the national economy. To achieve this purpose, the study focuses on revealing the essence of digital transformation of entrepreneurship, examining the role of digital technologies in modernizing business processes, identifying the main advantages and risks of digitalization, and substantiating prospects for entrepreneurial development in the digital environment. The methodological basis of the research includes a combination of general scientific and special research methods. The systemic approach was used to comprehensively analyze the interrelations between technological, economic, and organizational changes in entrepreneurial activity. Methods of analysis, synthesis, and generalization were applied to determine the essence of digital entrepreneurship and systematize scientific approaches to its study. The comparative method was used to identify the peculiarities of enterprise functioning in traditional and digital environments, while the structural and logical method contributed to the formulation of conclusions and the determination of future directions for entrepreneurship development under conditions of digital transformation. The scientific novelty of the research lies in the deepening of theoretical approaches to understanding entrepreneurship functioning in the context of digital changes and in the systematization of approaches to determining the role of digital technologies in ensuring enterprise development. Digitalization of entrepreneurship is proposed to be considered as a comprehensive process that includes not only the implementation of technological solutions but also the transformation of organizational structures, management mechanisms, corporate culture, and strategic development models. The approach to assessing the impact of digital changes on entrepreneurial activity has been improved through the integration of technological, economic, and managerial aspects. The results of the study demonstrate that digital technologies are an important factor in increasing the efficiency of entrepreneurial activity, as they enable automation of business processes, optimization of resource utilization, improvement of customer interaction, expansion of market opportunities, and creation of innovative business models. It has been substantiated that the greatest impact on modern entrepreneurship is generated by digital platforms, big data analytics technologies, artificial intelligence, cloud services, and digital ecosystems, which create new mechanisms for generating economic value. At the same time, the study identifies that digital transformation of entrepreneurship is accompanied by a number of challenges, including insufficient levels of digital maturity among enterprises, limited financial resources for implementing innovative technologies, shortages of specialists with digital competencies, and growing information security threats. It has been proven that ensuring effective development of entrepreneurship in the digital economy requires the formation of a comprehensive state policy supporting business digitalization, the development of digital infrastructure, and investment in human capital. The practical significance of the obtained results lies in the possibility of applying the formulated provisions by enterprises when developing digital development strategies, improving business process management, and enhancing competitiveness. The findings may also be used by public authorities in developing measures to support digital transformation of the entrepreneurial sector and strengthen the development of the national economy.</jats:p>