GENERATION OF ENTREPRENEURIAL IDEAS AND THE PRACTICE OF THEIR IMPLEMENTATION IN ENTREPRENEURIAL ACTIVITY

B a c k g r o u n d . The essence and features of the generation of entrepreneurial ideas are analyzed. Various methods of generating entrepreneurial ideas (hereinafter MEIG) are highlighted. The theoretical and methodological approaches to the classification of entrepreneurial idea generation methods (MEIG) are considered and analyzed. Attention is focused on improving the classification of MEIG. A practical implementation of the idea in entrepreneurial activity is proposed. M e t h o d s . General scientific methods were used, in particular, the method of analysis and synthesis in the generalization of theoretical and methodological approaches to the study of methods for generating entrepreneurial ideas. In the process of identifying approaches to defining the concept of "idea generation", as well as for the multicriteria classification of MEIGs, logical and structural analysis was used. R e s u l t s . The theoretical and methodological approaches to the study of methods of generating entrepreneurial ideas are summarized, the methodological approaches to the classification of MEIG are improved, and a matrix is formed to determine the possible effectiveness of the application of MEIG in practice. It has been determined that the higher the corresponding point in the matrix (in quadrant II) is on the right, the better the effectiveness of the idea can be. The sequence of actions of entrepreneurs to use the matrix to determine the effectiveness of the methods of generating entrepreneurial ideas is outlined. C o n c l u s i o n s . Two approaches to the classification of methods of generation and processing of entrepreneurial ideas are proposed, which can be applied both in theory and in the practice of entrepreneurship. The first is based on two main groups of MEIGs: 1) generation of a fundamentally new entrepreneurial idea and 2) further processing of an already formulated idea. The second approach is a multi-criteria approach to the classification of MEIGs with the selection of some criterion features, which are detailed in the text of the article. The authors created a matrix for determining the effectiveness of the methods of generating business ideas, which, in our opinion, will allow us to achieve success in this activity in practice.