INNOVATIVE BUSINESS MODELS AND THEIR IMPLEMENTATION IN FOREIGN ECONOMIC ACTIVITY

Introduction. Innovative business models are becoming an important success factor for companies seeking to remain competitive in the global market. The introduction of innovative models in foreign economic activity allows a modern enterprise to optimise processes, increase efficiency and adapt to the constantly changing conditions of international trade. Purpose. The study is aimed at identifying the peculiarities of implementing innovative models in the foreign economic activity of an enterprise. Materials and methods. The research materials are the works of domestic and foreign authors who have studied innovations in the foreign economic activity of enterprises. The research was conducted using general scientific methodsparticular, the methods of systematisation, description and generalisation, the method of comparison, as well as the methods of induction and deduction. Results. The study systematised the opportunities from the introduction of innovative models, including increasing competitiveness through more efficient use of resources, reducing costs and increasing productivity, entering new markets, improving the quality of products and services, optimising supply chains, reducing logistics costs and delivery times, and diversifying risks by expanding sources of income and markets. However, the study also identified risks, such as high costs of research and implementation of new innovative models, technological risks, regulatory barriers, cultural and social obstacles, and cybersecurity risks associated with cyberattacks and loss of confidential information. The study found that modern enterprises most often use innovative export and import models, global supply models, international marketing and branding models, global expansion and international cooperation models, and digital transformation models. The article also examines the peculiarities of introducing artificial intelligence, VR and AR blockchain technologies as the most promising innovative models in the foreign economic activity of a modern enterprise. It is established that these technologies are actively used by modern Ukrainian enterprises in their foreign economic activity, which greatly facilitates their work. Discussion. Further research could focus on optimising the implementation of innovative models, studying their impact on the efficiency and competitiveness of enterprises.