PARADIGM OF DIGITAL ECONOMY UNDER CONDITIONS OF GLOBAL CHANGE

The article discusses issues related to the formation and development of the digital economy in Ukraine and the world. Studies show that the process of business innovation today is almost the only possible source of competitiveness of economic sectors, and intellectual capital is the basis of economic growth. The emergence of new trends in doing business through the widespread use of the Internet and the use of various types of mobile devices, the development of electronic and computer technologies leads to increased efficiency in the provision of goods and services, indicating a transition to a new level of economic development. At present, companies in the digital sector are coming to the fore and becoming the growth points that provide the economy with a digital resource. Such a new vector of development is the digital economy. Today, Ukraine is undergoing globalization processes that significantly strengthen the role of informatization in business transformation. Domestic consultants and experts developed the conceptual framework of the «Digital Agenda Ukraine 2020». This document defines the key tasks, priority actions, initiatives and projects of «digitalization» of Ukraine for the near future. The transformations taking place thanks to the 4th revolution of the development of economic systems require a study of the phenomenon of the «digital economy», its paradigm, and refinement of the terminological and categorical apparatus. Continuous data streams give rise to new effects that have not yet been explained by science. In addition, the problem lies in the fact that the effects themselves are prone to rapid changes, so the proposed explanation or theory, after a short time runs the risk of undergoing a significant modification. The competition of different views, perceptions, beliefs expands and «polishes» the paradigm, the guiding line for research and the introduction of change. The article explores approaches to the definition of a «digital economy» in the world and provides an author's thought on these issues. Questions are disclosed regarding the main tasks of the digital economy at the macro and micro levels. Digital technologies in the modern world create fundamentally new opportunities for building interaction between the state, business and the population, excluding long chains of intermediaries and speeding up various transactions and operations.