INNOVATIVE ENTREPRENEURSHIP AND DIGITAL BUSINESS: DEVELOPMENT AND CHANGES IN MANAGEMENT

The subject of the study is innovative entrepreneurship in Ukraine and digital business. The purpose of the study is to substantiate the features of Ukrainian innovative entrepreneurship and digital business development. Research methods. generalization, descriptive, comparison, methods of abstraction, analysis and synthesis, systematization and generalization. Methodology of work. In the process of studying these issues were taken as a basis: the main provisions of innovative entrepreneurship, digital business, global economy, the work of well-known domestic and foreign scientists in this series. Results of work. The target market is analyzed through a visual section of search vectors of the target audience. Employees can use modern tools to provide the best services in digital business, including: availability of information and fast payment via POS; search for customers by accessing customer history on POS-devices; and sales based on intellectual advice. The article presents a visual section of target audience search vectors for digital entrepreneurs and key digital tools used in digital entrepreneurship. Field of application. The results of the study can be used in the study of problems: digital economy, global economy, international economy, national economy. Conclusions. The article analyzes and reveals the scientific and economic characteristics of the development and change of innovative entrepreneurship in the digital transformation of the Ukrainian economy.