BUSINESS MODEL OF FUNCTIONING OF MODERN INFRASTRUCTURE SOLUTIONS ON THE BASIS OF INTERACTION MARKETING

Modern infrastructural solutions are an important component of the development of society. They affect the efficiency, stability and comfort of functioning of various spheres of life, including transport, energy, education, health care, ecology and many others. The business model in the innovation ecosystem can be aimed at creating such an infrastructure that supports the development of innovations. For these purposes, the concept of interaction marketing, which is focused on long-term cooperation of business partners, is useful. This aspect can complement the applied context of the methodology of the infrastructure-service approach, which requires the specification of its resource provision and organizational practices of practical implementation, among which it is advisable to highlight interaction marketing. The purpose of the article is to review the business model of the operation of modern infrastructure solutions. It was determined that the development of innovative infrastructure is an important aspect of modern society and requires a combination of the latest technologies, sustainability and strategic planning. Depending on this, the classification of infrastructure by the level of innovativeness is proposed. An important aspect of the implementation of innovative infrastructure projects is access to partnerships and a network of contacts. This aspect leads to the need to build an appropriate business model, which is based on an ecosystem of innovations, interaction marketing and can contribute to the creation of partnerships and provide an opportunity to exchange knowledge and experience. It is substantiated that the business model of an infrastructure solution can largely depend on the business model of customers. The ways in which the business model of an infrastructure solution can depend on the business model of customers are identified. A business model of infrastructural solutions (M2 model) is proposed, which includes the orientation of infrastructural solutions to the business model of its users. According to the authors, the model is a kind of foresight technology, because it involves the use of methods of expert assessment of strategic directions of innovative development, detection of technological breakthroughs that can affect the infrastructure in the medium and long term. The case of the business model of the industrial park as an infrastructural solution is considered.