INNOVATION MANAGEMENT SYSTEM IN THE ACTIVITIES OF E-BUSINESS ENTITIES

In the conditions of digitization and globalization of the economy, approaches to economic activity are changing. Such changes lead to the development of new types of business, where the e-business segment replaces traditional types and forms of economic activity every year. In view of such trends, issues of e-business development, namely in the context of the management-innovation aspect, determine the relevance of this article. The purpose of the article is to investigate the formation of the innovation management system in the context of the development of e-business entities. Considering the importance of e-business development, the main aspects of this process were considered and it was noted that today e-business is constantly developing and adapting in response to the changing needs and expectations of customers, markets and societies. The article noted that with the emergence of the latest technologies, such as virtual/augmented reality technologies, chatbots, voice search, personalization on websites and other advanced innovations, the e-business industry confidently competes with traditional forms of business activity. Analysis of Statista data showed that the russian-Ukrainian war had a huge impact on the e-business market in Ukraine: in 2022, the income in the e-business market decreased by almost 8 times compared to the prewar year 2021, but already in 2023, there was an improvement in the situation in the e-business market, which is evidenced by the increase in income by more than two times to the value of 955.5 million dollars USA. In the course of the study, key subjects occupying leading positions in the e-business market in Ukraine are presented. It was established that a systematic approach to managing innovations in the activities of e-business entities recognizes that to ensure the success of innovations, there must be numerous interrelated and coordinated elements or factors, because such an approach should: stimulate growth and profitability, create new opportunities and competitive benefits, promote employee engagement and satisfaction, and promote customer satisfaction. In conclusion, it is stated that innovations in e-business relate not only to the improvement of efficiency and convenience of goods and services, but also involve the creation of new value propositions and business models, as well as the expansion of consumer market opportunities.