DIGITAL BUSINESS MODELS AS A MECHANISM FOR THE FORMATION OF NEW ENTREPRENEURIAL INSTITUTIONS IN RUSSIA

The article examines digital business models as carriers of new entrepreneurial institutions amid digital transformation and institutional instability. It demonstrates that the architecture of a digital business model performs the functions of classical institutions — from identification and standardization to contractual discipline and trust. Based on the analysis of Russian platforms (Ozon, Wildberries, MSP.RF, public services), the institutional mechanisms of digital solutions and their scalability potential in the SME sector are identified.