THEORETICAL AND METHODOLOGICAL FUNDAMENTALS OF ENTREPRENEURSHIP DEVELOPMENT IN THE CONTEXT OF GLOBALIZATION: MANAGEMENT AND MARKETING ASPECTS

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Abstract Introduction. The article is devoted to the study of management and marketing aspects of the theoretical and methodological foundations of entrepreneurship in the context of globalization. Based on the study, it was emphasized that in times of crisis and adverse environment, to the greatest adaptation and survival in unstable conditions are able to enterprises with progressive innovative ideas. The aim of the study was to study of management and marketing aspects of the theoretical and methodological foundations of entrepreneurship in the context of globalization. Results. The necessity to study the paradigm of coevolutionary connections between innovation and entrepreneurship from the standpoint of transformation of economic theory is proved. The impulses of the emergence of the phenomenon of entrepreneurship in the world and in modern Ukraine, which served as an impetus for the development of entrepreneurship and led to changes in the traditional social paradigm of entrepreneurship in the scientific world. It is shown that evolutionary changes demonstrate the close dependence of effective business development on innovations, which are producers of positive changes in the business environment, the engine of transformation of routine or traditional entrepreneurship into innovative and cause increased competitiveness of enterprises. Emphasis is placed on the fact that in times of crisis and adverse external environment, enterprises with progressive innovative ideas are capable of the greatest adaptation and survival under unstable conditions. The fundamental differences between the traditional form of business and innovation are analyzed, on this basis the main imperatives of strategic management of innovation as a managed process are determined. Conclusions. The definition of innovative entrepreneurship is proposed, which means a creative, creative and always risky type of business in an unstable environment, which manifests itself as a complex logical process of expanded economic reproduction, which is carried out by a legal entity or individual and aimed at implementing innovative projects, innovative methods of organization. labor, production of a fundamentally new product, service, technology, and the result of such activities is to make a profit due to commercialization and the achievement of public utility. Keywords: management, marketing, system, development, entrepreneurship, globalization.

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