СТАНОВЛЕННЯ І РОЗВИТОК КОНЦЕПЦІЇ ЕКОНОМІКИ ТА УПРАВЛІННЯ БІЗНЕСОМ В УМОВАХ СУЧАСНИХ ДИНАМІЧНИХ ЗМІН

The article deals with topical issues of economics and business management in the context of globalization and digitalization. The issue of assessing the sustainable development of enterprises in the context of economic instability, increasing attention to environmental and social aspects of business is relevant. The emphasis is on the study of the latest trends and challenges facing modern enterprises, in particular in terms of strategic management, innovative development and sustainable business. The theory is aimed at forming a comprehensive understanding of how economic patterns affect business and how effective management can ensure the stable development of an organization in the face of constant change. The purpose of the study is the theoretical and practical foundations of the formation and development of the concept of economics and business management in the context of modern dynamic changes. Objectives of the study: 1) to reveal the conceptual foundations of economics and business management and directions of development; 2) to carry out a comparative analysis of economics and business management, their key differences and interrelationships; 3) to formulate the concept of stable development of economics and business management in the context of modern dynamic changes; 4) to analyze foreign experience in forming the concept of economics and business management. The research methodology in the context of economics and business management includes the main methods and approaches: systematic comparative quantitative and qualitative methods, modeling and forecasting, and others. The authors focus on adapting business strategies to the requirements of the digital economy, integrating artificial intelligence and big data technologies into management processes. The authors propose new approaches to management practices that allow enterprises to effectively adapt to the changing economic environment and ensure competitiveness in the context of digital transformation. The theoretical and practical significance of the concept of economics and business management is important both in theoretical and practical aspects, forming a comprehensive understanding of the principles of economic functioning and effective business management.