PRIORITY AREAS FOR THE DEVELOPMENT OF GLOBAL ENTREPRENEURSHIP IN UKRAINE IN THE CONTEXT OF STRUCTURAL TRANSFORMATION OF THE DIGITAL ECONOMY

The modern development of global entrepreneurship in Ukraine necessitates modernisation, taking into account the transformation of the digital economy, the difficult situation in the country caused by the war, national peculiarities of socio-economic relations and changes in the global market. The article investigates that the modern interpretation of the concept of entrepreneurship is closely related to innovative development as the main component of obtaining effective performance results to meet economic and social needs and increase the level of competitiveness. It is found that the economic component of global entrepreneurship development is primarily associated with the growth and expansion of services in the field of information and communication technologies based on the digitalisation of the economy. The state of the world economy in the recent period is analysed, and the results of the functioning of the Ukrainian economy in recent years are assessed within the framework of two approaches that differ in the criteria used. It is noted that Ukraine is moving to the formation of a new sectoral model of the national economy, which will address the transformation of its industrial society into a post-industrial one in accordance with the goals of sustainable development in the post-war period. It is found that the digital transformation of business can take place in two ways – fast but risky and gradual but more stable. The destruction caused by the war should be used as an opportunity to restore, modernise and expand the use of/ access to communication and digital infrastructure. In the medium term, numerous measures can be introduced to ensure that firms in the digital economy can access finance and talent, as well as reduce bureaucratic procedures. In the longer term, Ukraine could focus on building a robust data infrastructure to measure the digital economy. It is substantiated that a firm’s digital strategy requires a change in the entire management of Ukraine’s global enterprise development in the context of the structural transformation of the digital economy, especially the business model. Small and medium-sized enterprises can use business models focused on organisational processes and customer value. A number of recommendations are proposed to promote the development of global entrepreneurship in Ukraine in the context of the structural transformation of the digital economy.