FORMATION OF A NEW PARADIGM OF SUSTAINABLE BUSINESS DEVELOPMENT

The article substantiates the process of transition from the industrial paradigm to a new paradigm based on the concept of sustainable development of entrepreneurship and scientific progress. It is revealed that the new paradigm of sustainable entrepreneurship development is related to the economics of the environment and the economics of well-being, and is also based on the presence of disruptions at the market level due to environmental degradation, which creates real business opportunities for entrepreneurs. The scientific novelty and practical significance of the work lies in the identification of a stimulating and limiting cognitive matrix, in the upward direction of which the entrepreneur and his stakeholders are located, and in the downward direction there is a collective management system of an entrepreneurial structure that influences them.