CONSULTING SUPPORT FOR THE MANAGEMENT OF ENTREPRENEURIAL ACTIVITY
Abstract
The article substantiates the growing importance and strategic necessity of consulting support to ensure sustainable development and competitiveness of small and medium-sized enterprises (SMEs) amid the dynamic transformation and diversification of the modern business environment. The research methodology is based on the analysis of official statistical data regarding the structure and dynamics of entrepreneurial activity in Ukraine, synthesis of scientific works on entrepreneurship and management theory, as well as the study of current trends in the digital economy. The article analyzes the evolution and current state of entrepreneurship in Ukraine, emphasizing its key role in shaping societal well-being. It is demonstrated through statistical data that small and medium enterprises form the backbone of the national economy. The main trends transforming the modern business environment are identified, including intensive development of foreign economic activity, full-scale military invasion, rapid digitalization, and the emergence of new forms of economic activity, such as virtual enterprises and business models in the metaverse. Opportunities and challenges for entrepreneurship in virtual worlds are considered, including the creation of digital goods, event organization, marketing, and legal regulation issues. The scientific novelty lies in substantiating the fundamental contradiction of modernity: between the rapid complication of market conditions and requirements, on the one hand, and the objective resource and specialist limitations with narrow-profile skills in most SMEs, on the other. It is proven that this gap renders traditional management approaches insufficient. It is argued that consulting management support becomes a strategically essential tool in these conditions. It allows entrepreneurs to attract external experts to solve complex tasks, minimize risks, adapt to new technological realities, and effectively utilize market opportunities.
References
Бутенко Д.С. Мотиваційний менеджмент у підприємницькій діяльності. Економіка та суспільство. 2019. № 20. С. 142–148. DOI: https://doi.org/10.32782/2524-0072/2019-20-20
Єфремова Н.О. Особливості імплементації маркетингових інновацій в операційний менеджмент комерційно-підприємницької діяльності суб’єктів агробізнесу. Галицький економічний вісник. 2019. 61(6). С. 63–68. DOI: https://doi.org/10.33108/galicianvisnyk_tntu
Кононенко Л., Бикадорова Н., Дибенко Г. Підприємництво у зовнішньоекономічній діяльності: сучасний стан, проблеми та перспективи. Економіка та суспільство. 2025. № 76. DOI: https://doi.org/10.32782/2524-0072/2025-76-84
Мурована Т. Вітчизняне підприємництво в умовах воєнного стану: основні тенденції та методи підтримки. Економіка та суспільство. 2023. № 47. DOI: https://doi.org/10.32782/2524-0072/2023-47-49
Носань Н., Зачосова Н., Гапоненко Н. Використання мотивації персоналу як технології управління кадровою безпекою бізнесу в системі менеджменту підприємницької діяльності. Bulletin of Sumy National Agrarian University. 2024. № 3(99). С. 34–38. DOI: https://doi.org/10.32782/bsnau.2024.3.6
Поляниця К., Носань Н., Зачосова Н. Безпекоорієнтоване управління фінансовою стійкістю як напрям фінансового менеджменту підприємницької діяльності. Економіка та суспільство. 2024. № 68. DOI: https://doi.org/10.32782/2524-0072/2024-68-24
Сайт Державної служби статистики України. URL: https://www.ukrstat.gov.ua/ (дата звернення: 15.08.2025).
Anthony Jnr B., Abbas Petersen S. Examining the digitalisation of virtual enterprises amidst the COVID-19 pandemic: a systematic and meta-analysis. Enterprise Information Systems. 2021. Vol. 15. № 5. P. 617–650. DOI: https://doi.org/10.1080/17517575.2020.1829075
Chen S., Xu Z., Wang X., Škare M. A bibliometric analysis of natural disasters and business management in tourism. Journal of Business Economics and Management. 2022. Vol. 23. № 2. P. 305–326. DOI: https://doi.org/10.3846/jbem.2022.16388
Chowdhury R.H., Mostafa A. Digital forensics and business management: The role of digital forensics in investigating cybercrimes affecting digital businesses. World Journal of Advanced Research and Reviews. 2024. Vol. 23. № 2. P. 1060–1069. DOI: https://doi.org/10.30574/wjarr.2024.23.2.2438
Pallathadka H. et al. Applications of artificial intelligence in business management, e-commerce and finance. Materials Today: Proceedings. 2023. Vol. 80. P. 2610–2613. DOI: https://doi.org/10.1016/j.matpr.2021.06.419
Rane N. Role and challenges of ChatGPT and similar generative artificial intelligence in business management. 2023. DOI: https://doi.org/10.2139/ssrn.4603227
Singh R.K. et al. Integration of green and lean practices for sustainable business management. Business Strategy and the Environment. 2022. Vol. 31. № 1. P. 353–370. DOI: https://doi.org/10.1002/bse.2897
William P. et al. Automation Techniques Using AI Based Cloud Computing and Blockchain for Business Management. 2023 4th International Conference on Computation, Automation and Knowledge Management (ICCAKM). 2023. P. 1–6. DOI: https://doi.org/10.1109/ICCAKM58659.2023.10449534
Butenko D. S. (2019) Motyvatsiinyi menedzhment u pidpryiemnytskii diialnosti [Motivational management in entrepreneurial activity]. Ekonomika ta suspilstvo – Economy and Society, no. 20, pp. 142–148. DOI: https://doi.org/10.32782/2524-0072/2019-20-20
Yefremova N. O. (2019) Osoblyvosti implementatsii marketynhovykh innovatsii v operatsiinyi menedzhment komertsiino-pidpryiemnytskoi diialnosti sub’iektiv ahrobiznesu [Peculiarities of implementation of marketing innovations in operational management of commercial and entrepreneurial activity of agribusiness entities]. Halytskyi ekonomichnyi visnyk – Galician Economic Bulletin, vol. 61, no. 6, pp. 63–68. DOI: https://doi.org/10.33108/galicianvisnyk_tntu
Kononenko L., Bykadorova N., Dybenko H. (2025) Pidpryiemnytstvo u zovnishnoekonomichnii diialnosti: suchasnyi stan, problemy ta perspektyvy [Entrepreneurship in foreign economic activity: current state, problems and prospects]. Ekonomika ta suspilstvo – Economy and Society, no. 76. DOI: https://doi.org/10.32782/2524-0072/2025-76-84
Murovana T. (2023) Vitchyzniane pidpryiemnytstvo v umovakh voiennoho stanu: osnovni tendentsii ta metody pidtrymky [Domestic entrepreneurship in the conditions of martial law: main trends and methods of support]. Ekonomika ta suspilstvo – Economy and Society, no. 47. DOI: https://doi.org/10.32782/2524-0072/2023-47-49
Nosań N., Zachosova N., Haponenko N. (2024) Vykorystannia motyvatsii personalu yak tekhnolohii upravlinnia kadrovoiu bezpekoiu biznesu v systemi menedzhmentu pidpryiemnytskoi diialnosti [Use of personnel motivation as a technology of managing business personnel security in the system of entrepreneurial activity management]. Bulletin of Sumy National Agrarian University, no. 3(99), pp. 34–38. DOI: https://doi.org/10.32782/bsnau.2024.3.6
Polianytsia K., Nosań N., Zachosova N. (2024) Bezpekooriientovane upravlinnia finansovoiu stiikistiu yak napriam finansovoho menedzhmentu pidpryiemnytskoi diialnosti [Security-oriented management of financial stability as a direction of financial management of entrepreneurial activity]. Ekonomika ta suspilstvo – Economy and Society, no. 68. DOI: https://doi.org/10.32782/2524-0072/2024-68-24
State Statistics Service of Ukraine (2025) [Official website]. Available at: https://www.ukrstat.gov.ua/ (accessed August 15, 2025).
Anthony Jnr B., Abbas Petersen S. (2021) Examining the digitalisation of virtual enterprises amidst the COVID-19 pandemic: a systematic and meta-analysis. Enterprise Information Systems, vol. 15, no. 5, pp. 617–650. DOI: https://doi.org/10.1080/17517575.2020.1829075
Chen S., Xu Z., Wang X., Škare M. (2022) A bibliometric analysis of natural disasters and business management in tourism. Journal of Business Economics and Management, vol. 23, no. 2, pp. 305–326. DOI: https://doi.org/10.3846/jbem.2022.16388
Chowdhury R. H., Mostafa A. (2024) Digital forensics and business management: The role of digital forensics in investigating cybercrimes affecting digital businesses. World Journal of Advanced Research and Reviews, vol. 23, no. 2, pp. 1060–1069. DOI: https://doi.org/10.30574/wjarr.2024.23.2.2438
Pallathadka H. et al. (2023) Applications of artificial intelligence in business management, e-commerce and finance. Materials Today: Proceedings, vol. 80, pp. 2610–2613. DOI: https://doi.org/10.1016/j.matpr.2021.06.419
Rane N. (2023) Role and challenges of ChatGPT and similar generative artificial intelligence in business management. Available at: http://dx.doi.org/10.2139/ssrn.4603227 (accessed August 15, 2025).
Singh R. K., Kumar Mangla S., Bhatia M. S., Luthra S. (2022) Integration of green and lean practices for sustainable business management. Business Strategy and the Environment, vol. 31, no. 1, pp. 353–370. DOI: https://doi.org/10.1002/bse.2897
William P. et al. (2023) Automation Techniques Using AI Based Cloud Computing and Blockchain for Business Management. 2023 4th International Conference on Computation, Automation and Knowledge Management (ICCAKM), pp. 1–6. DOI: https://doi.org/10.1109/ICCAKM58659.2023.10449534
This work is licensed under a Creative Commons Attribution 4.0 International License.
