Digital Entrepreneurial Potential: Assessing Business Models of Internet Companies

The article presents the results of the development and testing of a multifactorial mathematical model for assessing the digital entrepreneurial potential of Internet companies, which is proposed to be considered as a combination of economic, technical and marketing components, based on the data of the largest Ukrainian Internet companies. The assessment model is based on the use of fuzzy logic and MATLAB mathematical modelling tools. The proposed approach is universal and, with the adjustment of some parameters, the model can be used to analyses any business model of Internet entrepreneurship. The developed tools, due to their structural and logical nature, offer a wide range of analytical capabilities to provide procedures for intellectual support of management decisions, as they allow to identify weaknesses in the company’s activities based on the assessment of the digital economic potential indicator.