ORGANIZATIONAL AND ECONOMIC ENSURING THE USE OF "GREEN" INNOVATIONS IN THE SPHERE OF SMALL AND MEDIUM-SIZED BUSINESSES

Topicality: The "green" transformation of the economy requires the introduction of "green" innovations in the field of management, which makes it urgent to use new tools to increase the level of "green" innovativeness of small and medium-sized enterprises (SMEs). Aim and tasks: The purpose of the article is to clarify the conceptual foundations of organizational and economic support for the implementation of "green" innovations in the activities of small and medium-sized businesses (SMEs) to activate the competitiveness of domestic entrepreneurship and promote the implementation of positive economic and environmental changes in Ukraine in the post-war period. The tasks of the study are to define the definition of "green innovation", analyze the current state of SMEs in Ukraine, find out the possibilities of introducing "green" innovations into the practice of domestic business, justify the feasibility of using crowdfunding and benchmarking to ensure "green" innovativeness of entrepreneurship. Materials and methods: The theoretical and methodological basis of the study is the work of domestic and foreign scientists on innovative development of SMEs and "green" transformation of the economy. General scientific research methods, comparative and systematic analyzes were used to solve the tasks. Research results: The article provides existing interpretations of the definition of "eco-innovation", considers their typification, various aspects of manifestation, provides the author's definition of the synonymous concept of "green" innovation. The expediency of "green" transformations is substantiated, and directions for ensuring "green" innovativeness in the field of SMEs are clarified. It is shown that crowdfunding and benchmarking have significant prospects as tools for supporting the diffusion of "green" innovations in the business environment. Conclusion: An important role in achieving the goals of "green" growth in Ukraine should be played by SMEs as the sector of public production most adapted to innovative development. To ensure a high level of implementation of "green" innovations in the business sphere, it is proposed to use crowdfunding and benchmarking as organizational and informational tools for social and professional support of "green" growth.