MODERN FEATURES OF ENTREPRENEURSHIP IN UKRAINE: INVESTMENT AND INNOVATION ACTIVITY AND FORMATION OF THE IMAGE OF AN ECONOMIC ENTITY
Abstract
The study investigates the theoretical foundations and contemporary features of entrepreneurship, taking into account the specificities of investment and innovation activities as well as the formation of the business entity’s image. Key practical aspects of investment and innovation activities and corporate image formation under current conditions are analyzed with due consideration of the Ukrainian context. Furthermore, the principal challenges are identified, and directions for improving investment and innovation activities and enhancing the image of business entities in modern conditions are proposed.
The research identifies and examines the following theoretical and practical features of entrepreneurship in Ukraine: (1) the essence of entrepreneurship and the specificities of its interpretation in contemporary conditions; (2) the necessity and conditions for ensuring the principle of freedom of entrepreneurial activity; (3) commercial activity as a component of investment and innovation processes and corporate image formation; (4) investment and innovation activities and corporate image formation in the context of venture firms and small businesses; (5) social entrepreneurship in relation to investment and innovation activities and corporate image formation.
It is substantiated that entrepreneurial activity should be interpreted as a set of legitimate actions carried out on a professional and regular basis by an entity that has formally acquired the status of an entrepreneur, involving the assumption of individual risk and oriented toward achieving an economic outcome in the form of profit. At the same time, entrepreneurship is conceptualized as a dynamic and initiative-driven segment of the business environment, characterized by a high degree of autonomy, responsibility, and adaptability.
The study further demonstrates that the economic nature of commercial activity (including investment and innovation processes and corporate image formation) is revealed through a system of commodity exchange processes encompassing the purchase and subsequent sale of goods. These processes operate within a continuous cycle of “resource provision – commodity form – realization – gross income formation – final financial result.”
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