Business Inform

6-19

Authors: Karpinskyi B. A., Karpinska O. B.

The article is aimed at developing scientific views on the axiomatics of the life genesis and the State formation from a position of systemacity of relationships, ranging from an individual to a State. It is allocated and substantiated that, considering the establishment of the basic concepts and creation of the modern model of life formation, there is a fundamental merit of Ukrainian scientists, who in their innovative works, concerning the issues from the biosphere and up to geo- and sozio-systematology, have crystallized the studied problematics. It is emphasized that the axiomatics, as the system of axioms of science, closer defines and systematizes the initial facts of life formation on the basis of their coherence, independence and completeness. It is substantiated that the scientific results from studying the problematics of the initial stages of origin and formation of life existence on Earth mostly concern the instrumental capabilities of different directions of natural sciences, causing the need for their further fundamentalization and taking into account the resource and socio-economic provision in the context of global development. The axiomatics of life genesis and the State formation are developed. It is stressed that only a coordinated work of the State-owned institutions with the United Nations Organization can effectively and comprehensively solve the strategiological development problem arising from the allocated axiomatics and signs of both the life genesis and the modern State formation. It is proved that the issue of ensuring the energy balance of human life should be at the heart of the activities of both national and international governments. The need for managerial measures to form constitutional-legal and strategiological responsibility to future generations, taking into account the doctrines of the State formation patriotism of the nation is substantiated, because their efficiency along with a purposeful realization of the taxpayer’s motivation in the State formation will provide the related financial resources and the ensured economic growth.

22-29

Authors: Adamiv M. Y., Kots I. I.

The article is concerned with researching the experience of reputable international organizations on promoting the development and improvement of the work of customs authorities on the example of Ukraine. It is substantiated that the customs authorities of the country play an important functional role not only on the State, but also on the global level, participating in the formation of international security, intensification of foreign trade, development of the world economy, protection of the world’s population from dangerous and substandard products. Thus, ensuring the effective functioning of national customs systems is included in the list of priority tasks not only of the authorities of individual countries, but also of leading international organizations. The integrated efforts of authorized agents at both the State-based and the international levels to develop and improve the work of customs authorities are represented by the international customs cooperation. The research was based on a thorough study of the peculiarities of international cooperation between customs authorities around the world and, in particular, Ukraine. It was determined that in the conditions of functioning of the customs authorities of Ukraine in the structure of the State Fiscal Service, international cooperation remained at a fairly low level of development. Thus, the relevance of activation of the development of interaction between the customs authorities of Ukraine and the international organizations in order to successfully reform the national customs system as an independent authority is substantiated. On the basis of the results obtained, it is identified that today the key international organizations that actively contribute to the functioning and development of customs authorities are the following: the World Customs Organization, the Organization for Democracy and Economic Development, the European Bureau for Combating Fraud, the World Trade Organization. A comprehensive and thorough analysis of the activities of selected international organizations in the context of facilitating the development of customs authorities, including the example of Ukraine, was carried out. On the basis of examining the specialized materials and practices of international cooperation of customs authorities, it is determined that the activities of certain international organizations are directed to: support of work and solving problems of customs authorities in various spheres; providing technical, informational, consulting or financial assistance; improvement of implementation of certain customs operations; introduction of progressive customs instruments and technologies; exchange of best customs practices and experience; creation of a single customs environment by unification of customs rules and principles, etc. It is substantiated that an effective, permanent and mutually beneficial cooperation of the State authorities, including customs authorities, with leading international organizations is a powerful instrument for the development and improvement of the functioning of the national customs system in order to ensure the successful implementation of priority goals at both the national and the international levels. The results of the research can be used by representatives of customs authorities as a systematized informational base for the establishment and further development of cooperation with the major international organizations.

37-43

Authors: Ushakova N. G., Kulinich O. A., Pominova I. I.

The article is aimed at disclosing the peculiarities of models of institutionalization of «behavioral» regulation at the macro-economic level in the countries of the world. Behavioral nudge nowadays is seen as a potentially promising approach to improving government regulation both in academic discussion and in practice. Increasing the efficiency of the practice of using behavioral motives of economic entities in the process of development of the State economic policy is being fulfilled due to the application and implementation of techniques of influence of the nudge theory, which determines the choice of a more rational solution that corresponds to the interests of both individual and society. Activation of the application of nudge technologies and their increasingly frequent combination with traditional measures to stimulate citizens and businesses have caused in many world countries the institutionalization of behavioral regulation in either centralized or decentralized models. The institutionalization of behavioral regulation in a centralized model is represented by specific government bodies or subdivisions specializing in the development of solutions using the theory of behavioral economy. The institutions of a decentralized model are independent commercial organizations that are not part of the structure of government bodies. The process of formation and functioning of behavioral regulation institutions in different world countries has its own specifics, and the bodies themselves are constantly being modified. However, all the variants for institutionalizing the behavioral regulation at macro-level are subject to the risk of application of the «dark nudging», which requires the creation of special institutions to mitigate or eliminate its negative consequences. The most important principle in the development of a behavioral instrumentarium is compliance with universal and personal interests at the same time.

56-64

Authors: Khanin I. H., Bilozubenko V. S., Shablii S. Y.

The growing importance of innovations in the economy has turned them into a more important factor in production and consumption, structural changes, economic dynamics, competitiveness, and social development. This has gained a paradigm importance and has led to the emergence of an innovative model of economic development, the peculiarities of which being the topic that the article is concerned with. Taking into account the dependence of innovations on the generation and dissemination of new knowledge, the article emphasizes the critical importance of the productivity of science and the quality of education. This is confirmed by global trends and finds a manifestation in the development strategies of the countries and companies. In this context, a modern understanding of innovations and the basis of their emergence, which is connected with knowledge and creativity, has been closer defined. The authors characterize the main features of innovation, in particular: cumulativeness, chain character, integration of practical and theoretical knowledge, duration of «maturation» and emergence of innovation, uncertainty, collectivity, uneven appearance in time and concentration in space, propensity towards conflict. A vision of the process of developing innovations by stages covered by system management is proposed. The main models of emergence of innovation together with the model of innovation process (the model of extraction through demand (market); the model of «needs seekers»; the model of «readers of market information»; the model of technological nudging; the cyclical model of innovations; the model of open innovations; the chain and interactive model of innovation process; the innovative model of «funnel»; the network model of innovation) are described. A number of features of the innovative model of economic development are allocated: recognition of innovation as the most important factor of economic growth; constant interaction of production, science and market, focused on the development of innovations; defining role of human capital; structural changes in the system of social production; domination of the innovative nature of competition in the modern economy; development of innovative entrepreneurship. On the basis of the formation of an innovative model of development, the growing role of science and education, the modern economy is characterized as an economy of knowledge; the main points of its concept are considered. An increase in the influence of education in the innovation model of the economy in terms of generating and disseminating new knowledge in order to intensify innovation is substantiated.

75-80

Authors: Kuznetsova M. A., Drahan K. Y.

Global tendencies in recent decades have strengthened competition in world markets, so it is necessary to create such an organizational form that could respond as quickly and efficiently as possible to changes in the external environment. One of these new forms of organization of enterprises is strategic alliances, the development of which has significantly influenced changes in the structure of many industries. Through the creation of strategic alliances, companies join forces and resources to maintain their competitive positions and create new opportunities. In the article, the strategic alliance is seen as an effective form of the companies joining that best meets the criteria for strategic goals. The authors examine types of strategic alliances, the development of which should provide enterprises with access to certain innovations; the goals of creating strategic alliances are specified. It is proved that a case of strategic alliance means conducting joint research, sharing production facilities, exchanging technologies, marketing each other’s products or joining efforts to produce components or final products. It is noted that partnership in strategic alliances is based on flexible organizational forms of cooperation. The authors allocate the problems that interfere with innovation; actions to resolve them are suggested. Prospects for further research in this direction are the analysis of existing strategic alliances in Ukraine, carrying out a study on their status, number and sphere of formation. Also in the future it is planned to distinguish the problems of determining the advantages and disadvantages of creating strategic alliances in Ukraine, and most importantly – to analyze the readiness of the legislative base for their successful development in the country.

99-106

Authors: Dub A. R.

The formation of a new State regional policy in Ukraine on the basis of a combination of both the sectoral and the territorial approach requires comprehension of the functional direction of territories. The key point at that is a typologyzation of the territories of Ukraine on a functional basis, their delineation and concretization for the purposes of the State policy. The article is aimed at specifying and proposing the definition of coastal territories for the purposes of the State policy of regional development on the basis of an analysis of the achievements by domestic scholars, as well as the current legislation of both the European Union and Ukraine. The analysis, carried out by the author, showed that the current legal framework of Ukraine does not regulate all types of territories to which the State policy of regional development is directed. Such territories, in particular, include coastal territories. In the course of research, the methodology of typologyzation of coastal territories in the European Union is disclosed; an analysis of the segregating coastal territories by domestic scientists is carried out; a critical review of Ukrainian legislation on the interpretation of the concepts related to coastal territories is accomplished. The definitions of «coastal territories» and «coastal territorial community» are substantiated and suggested for the purposes of the State policy of regional development of Ukraine, taking into account the changes introduced by the decentralization reform.

117-127

Authors: Kyzym M. O., Salashenko T. I.

The development of a competitive electric energy commodity market in Ukraine does not guarantee the creation of the necessary conditions for the security of electricity supply and the adequacy in developing the energy system. The conflict of commercial interests with the physical needs of the energy system causes the need to introduce the capacities market as a complementary segment to the electric energy commodity market. Ukraine has determined that the capacities market will function in the form of competitive procedures according to the targeted scope-oriented approach. Ukrainian capacities market has not yet been launched, but it is already possible to assume its potential ineffectiveness and inefficiency. Significant disadvantages of the electric energy cycle of Ukraine prove the insufficiency of a targeted approach to its organization. In addition, there are also pathological systemic problems with regard to the electrical energy industry of Ukraine (narrow diversification, inflexibility, heavy overtime load of power units, isolation and rapid development of renewable sources of electricity generation). The article proposes an alternative model of Ukrainian capacities market, which provides for: the organization of the balancing capacities market for the preliminary dispatching of both physical and commercial electric energy flows in the energy system; formation of the market of traditional capacities to ensure the adequacy of the development of the energy system; development of the market of alternative capacities for the integration of renewable electric energy generation, taking into account the requirements of flexibility of the energy system. The authors have identified significant advantages of this model compared to the proposed one, which will ensure operational security of electricity supplies and adequacy of the development of the energy system.

136-146

Authors: Nazarova K. O., Hordopolov V. Y., Kuliasha N. Y., Kuliasha O. Y.

The article explores the tendencies in the development of the agrarian market of Ukraine. The place of evaluation, analysis and audit of agribusiness, in particular large agriholdings, in ensuring the trust of users of information to their activities is determined. Significance of the agrarian sector for the national economy is proved through the consideration of its share and its dynamics in GDP generation. The average sectoral performance indicators of agribusiness activity in Ukraine in 2017-2019 were analyzed and evaluated. The significance of the negative impact of quarantine restrictions caused by the COVID-19 pandemic on the agrarian market of Ukraine is determined. In addition, other factors hindering the development of the agrarian market in Ukraine during 2015-2020 are examined. The balance of key indicators in the market that is kept between the values of national production, domestic consumption, export and import of agrarian products is researched and the export direction of development of the Ukrainian agrarian market is proved. It is emphasized that there is no shortage of agrarian products on the national market. The article contains a list of the largest farmers in Ukraine in terms of annual income, land bank size and employment activity of the population. In addition, the research determines the high level of investment attractiveness of the agrarian market of Ukraine, and therefore proves the need to conduct an audit of agribusiness to ensure a high level of trust of foreign investors to the actors of the agrarian market. Conclusions have been drawn about the effectiveness of this activity and a prediction for the future is made.

155-164

Authors: Daker Taha Dib Elrabaya

The article is aimed at developing an alternative structure of relationships between participants of the solid household waste management chain (SHWM) by analyzing the existing economic interests and relations of participants from the European countries who have achieved the greatest success in this sphere. The methods and instruments for satisfying the economic interest of each participant of the solid waste management chain in these countries are identified, which leads to the existing structure of relationships. As a result of the study, an alternative scheme of relationships between the participants in the SHWM together with the formula for calculating profits/savings for both producers and processors of waste are proposed. A way to achieve advanced results without infusing significant funds of both budget and citizens is proposed for Ukraine and the countries of Eastern Europe. Using the proposed scheme, each participant chooses its actions for its own economic reasons, and the State is given the role of education and control. Prospects for further research in this direction are quantitative and financial analysis of the situation with SHW for each city and the identification of target indicators for each link in order to ensure the desired result, in compliance with the economic interests of all participants, with a minimum burden on the producer, processor of SHW and the State.

172-180

Authors: Bondar-Podhurskaya O. V., Khomenko I. I., Karangwa Charles

The article is aimed at improving the scientific-methodological aspects of assessing the efficiency of management of an innovative enterprise in the context of implementation of sustainable development goals. The role and state of machine-building enterprises as the basis for the development of the national economy in the format of innovative ones is highlighted. For the first time, on the basis of a comprehensive approach, indicators for assessing the efficiency of management of an innovative enterprise (on the example of the machine-building industry) are elaborated in the context of the implementation of sustainable development goals of the 21st century. At the same time, the Conception of sustainable development is positioned as a synthesis of two most important ideas, i.e.: 1) development should be balanced, which involves solving economic, social and environmental problems and achieving an equilibrium between them, and this causes the overall level and quality of life of the population; 2) the current generation has a duty to future generations to leave sufficient reserves of resources (natural, social and economic) in order to ensure their level of welfare, not lower than the current one. It is proposed to supplement the elaborated indicators with three specific indicators of patent-licensing activity as a factor in improving the efficiency of management of the innovative enterprise in the context of economic, environmental and social aspects. In particular: 1) the number of security documents for intellectual property objects, in which the methods that reduce the production of individual goods or services (economic component) are patented; 2) the number of security documents for intellectual property rights, in which the methods of more environmental production of goods or services (ecological component) are patented; 3) the number of security documents for intellectual property rights, which patent ways to improve the efficiency of employees, that is, improving working conditions (social component). On the basis of formalization method and comprehensive approach, a universal format of results of evaluation of the efficiency of management of an innovative enterprise in the context of implementation of sustainable development goals is recommended. The result of its application should be timely elimination of problems, identification of causes and zeroing out consequences of ineffective management of the enterprise, which will lead to increased profits from innovation activities and efficiency of investments in environmental innovations, will form a safe environment, increase the level of satisfaction of vital interests of employees of the enterprise and the population in general.

188-197

Authors: Zhygalkevych Z. M.

The article is aimed at diagnosticating the effectiveness of quasi-integration structures on the basis of domestic machine-building enterprises. The relevance of the research is associated with the slow development of the machine-building quasi-integration structures in Ukraine. 11 quasi-integration structures on the basis of machine-building enterprises were examined, namely: public union «Ukrainian Aerospace Cluster» (Dnipro); aerospace cluster «Mekhatronika» (city of Kharkiv); industrial park «Vinnytsya cluster of refrigeration machine-building» (city of Vinnytsya); corporation «Scientific park «Innovation and Investment Cluster of Ternopil region»; aviation cluster of the corporation «Ukrainian aircraft company» of the State-owned concern «Ukroboronprom»; cluster of radiolocation, radiocommunication and special instrument engineering of the State-owned concern «Ukroboronprom»; cluster of precision weapons and ammunition of the State-owned concern «Ukroboronprom»; armored cluster of the State-owned concern «Ukroboronprom»; Mykolayiv shipbuilding cluster; Zakarpattya automotive cluster (Uzhhorod); machine-building cluster «AhroBUM» (Melitopol). On the basis of the information available on the Internet and by means of the analytical on-line system YouControl, an economic analysis of participants in the clusters of the State-owned concern «Ukroboronprom» and «AhroBUM» was carried out. A diagnostics of the effectiveness of these clusters represents an argument for quasi-integration of other machine-building domestic enterprises along with the interacting firms and institutions. It is concluded that the slow development of quasi-integration processes in Ukraine is connected with the ignorance of entrepreneurs and the lack of methodological recommendations for the formation of quasi-integration structures.

205-211

Authors: Smokvіna G. A., Popovych K. F.

The article outlines positive aspects of the innovation-technological direction. The authors define interconnectedness of investment, operational and financial activities, as well as the influence of the element of innovation on all three mentioned components. Accounting for innovations is considered; the issues related to solving organizational-methodological problems of accounting of investment and innovation activities of enterprises are highlighted. It is specified that the choice of a methodological support for accounting the innovation process depends not only on the nature of the implementation of the innovation plan, but also on the source of its financing. Depending on the way the innovation initiatives are financed, the changes they will make to the formation of financial resources and the accounting systems that will be used to pay for innovation expenditures are defined. The authors point out the directions in which innovations can be carried out are indicated, as well as the peculiarities of their accounting. Two conceptual approaches to the sequence of the innovation process are identified. The important issues that arise in innovation activity are illuminated and methods of attributing innovation expenditures to accounting are defined. The objects of accounting of innovation activity are indicated. To better track information and increase the organization of the innovation process, it is necessary to develop an accounting policy of the costs of innovation activity. The main components and elements of accounting policy in terms of innovative capital investment costs to be considered in the formation of accounting policies are highlighted. A properly regulated accounting policy helps to significantly improve the conduct of economic activity at the enterprise and allows owners to respond correctly and in a timely manner to the processes taking place during its implementation. With regard to the cost of innovation, the concretization of elements of accounting policy will provide participants in the innovation process with access to fair and transparent information to form an efficient managerial ability to make decisions.

219-228

Authors: Onyshko S. V., Savenko D. O.

The article is concerned with the problems of formation and development of institutional provision of the financial market. The relevance of the problem is caused by the relationship of formal and informal norms of economic processes and phenomena, the understanding of which provides the key to achieving the effectiveness of the financial market development. Understanding the essence of institutional provision of the financial market and the factors of its formation and development makes it possible to make more informed and effective decisions in the sphere of financial market development. The article is aimed at substantiating the conceptual approaches to the structuring of institutional provision of the financial market. It is substantiated that institutional provision of the financial market includes both formal and informal institutions. The formal institutions, in turn, consist of institutions-organizations and institutions-norms. The factors of occurrence of institutional deformations in the financial market are systematized. The institutions of the financial market are structured, in particular, in the composition of the institutions-norms the authors allocate the formal (international legal framework for concluding and implementing agreements in financial markets, national regulatory framework for concluding and implementing agreements in financial markets, norms of related national and international law, ensuring the conclusion and implementation of agreements in financial markets) and the informal norms (norms stipulated by religion, informal agreements and conspiracies between the financial market participants, unofficial (shadow) markets for the conclusion and implementation of financial agreements). In the composition of institutions-organizations the authors allocate the institutions-buyers of financial resources; institutions – sellers of financial resources; institutions that serve the functioning of institutions-sellers and institutions – buyers of financial resources; institutions-regulators. The institutional provision of the financial market is structured and the relationship between institutions-norms, institutions-rules and the State is defined. The principles of institutional provision of the financial market are substantiated and its functions are defined.

238-245

Authors: Zveruk L. А., Didkovska Y. S.

A banking institution becomes extremely vulnerable in its activities, when out of ability to create a mechanism for identifying and overcoming destabilizing factors of influence. Therefore, an important component in the overall management of bank is the introduction of a risk management system. The article is aimed at examining the conceptual bases of the bank’s risk management system and the methodological principles of its organization. The research has showed that the risk management process requires a systematic approach, based on a certain mechanism presented in the form of risk management. It includes a set of techniques, procedures and risk management policies and forms the risk management strategy and tactics. The foundations of the construction of the bank’s risk management system are the international standards Basel II and Basel III and the requirements of the regulator, in particular regarding the structure of the risk management process, its efficiency and some specific aspects. It is substantiated that the construction of a comprehensive system of risk management of the bank provides for the definition of: tasks, principles, objects and subjects, methods and instruments of risk management. The formation of a risk management system is carried out on the basis of modern approaches to corporate governance in banks and requires the development of a conceptual scheme of risk management along with compliance with the principles of the organization of the risk management system. It is emphasized that modern organizational measures of the risk management system are represented by three lines of defense and include four stages; provide for the use of effective models and instruments for assessing (measuring) risks and developing the intrabank (intragroup) risk management documents.

254-262

Authors: Shevtsiv L. Y., Senyshyn B. B.

The purpose of the article is to study the basics of financial security of banking with the identification of threats, their systematization into a single classification to determine ways to increase the financial security of the banking sector. Theoretical bases of financial security of banks are substantiated. The approaches are generalized and the concept of "financial security of the bank" is defined. The main components of the bank's financial security have been formed and the classification of internal and external threats to the banking security system has been carried out. Measures have been identified to prevent external and internal threats to Ukraine's banking sector, which should be developed with minimal resources and time to achieve the desired result. The banking sector of Ukraine (operating banks) for the period 2016–2020 is analyzed, which indicates a tendency to decrease (by 42), and the number of banks with 100% foreign capital increased by 6. To properly assess the level of financial security of Ukrainian banks, the main performance indicators for the period 2016–2020 were studied and it was established that: the banks' assets increased by 18.5% to UAH 1,532,671 million; customer lending decreased from 80% to 68%; return on assets increased by 6.04% and in 2020 amounted to 5.23%, improving the efficiency of banks in 2020 by 1.52. The dynamics of the regulatory capital adequacy ratio, the dynamics of credit risk ratios of banks and the dynamics of financial results of the banking sector of Ukraine are analyzed. Measures to increase the level of financial security of banks, based on the unification of the core indicators of banking and their methodology of calculation according to international standards, which will strengthen legal protection of creditors, maintain low inflation and a stable exchange rate, create a favorable investment climate.

270-276

Authors: Kosichenko I. I.

The systematic integration of Ukraine into the European and global economic space significantly actualizes the issue of bringing to a qualitatively higher stage of development the current system of consulting support of both the business and the public sectors of the economy in the country. Achieving strategic goals involves the implementation of a number of institutional, organizational, economic, and informational measures that can collectively ensure the dynamic development of the domestic consulting business and the implementation of effective mechanisms of tax compliance control in Ukraine. As for the institutional environment of the consulting business activities, it should provide first of all a steady increase in the scale and quality of the conditions of domestic consulting, increase its economic effectiveness and increase the impact on the results. It is worth emphasizing that today the system of institutionalization of the domestic consulting industry is still at the initial stage of its formation. Thus, its institutional and regulatory «framework» is formed mainly by professional consulting associations, marketing unions, management consulting unions, professional general-type organizations, legal associations, etc., while at the national level consulting is not clearly defined. The main reason for this is the lack of consulting in the list of licensed types of economic activity. An evolvement of the developed and highly diversified consulting business in Ukraine is impossible without the implementation of a set of organizational-economic measures. They should be aimed primarily at creating conditions for a stable increase in market demand for consulting services on the part of business structures and government agencies in order to stimulate the spread of innovative technologies in the business activities of economic entities, despite the high risks of business processes implementation and multiplying of the national economic development.

284-290

Authors: Portna O. V., Tsvar O. O.

Effective strategic changes in staff management with the application of the stakeholder-oriented approaches in the face of increasing complexity of systems remain an important task for development of business and entrepreneurship. The article is aimed at examining and summarizing the worldwide experience of the effective strategic changes in staff management with the application of stakeholder-oriented approaches and developing practical proposals on the use of this experience in the activities of domestic business and entrepreneurship. In this context, it can be stated that for the development and implementation of positive strategic changes in staff management, it is important to take into account both the interests and contradictions of a number of stakeholders. In practical activity, the interests of almost all groups of staff are most often in contradiction with the interests of management and owners. Hence the elaboration of problematic issues concerning the increase of interest and leveling contradictions becomes significant aspects of cooperation of all stakeholders, despite the different conditions or the countries of operation of a business. Modern world scientific and practical skills in the sphere of human resources management often focus on determining the points of interaction and coincidence of interests of all participants in both the management and the development processes. The proposed algorithm for determining and adopting effective strategic changes in staff management can be used in the realities of domestic business. The topical direction of further research is the definition for all stakeholders of optimally balanced decisions on the basis of minimum costs and maximum profits in the formation and implementation of strategic changes in staff management.

298-304

Authors: Kaluhina N. A.

The article is aimed at building up a model of e-commerce development adapted to the realities of our time and peculiarities of the development of infocommunications of the country. The current status of development of infocommunications is analyzed together with related activities of the enterprises, which are using the digital platforms for conduct of business. It is determined that the development of e-commerce is slowed by the inequality of access to modern information and communication technologies and low activity of certain economic actors regarding trade operations through the Internet. An adaptive model of e-commerce development is proposed, which is based on the consideration of the conditions of the external contour of development of enterprise along with the internal contour in the aspect of the existing resource base and potential development opportunities. The model requires an information base of e-commerce development processes, contains methodical principles for analyzing the internal and external contours of e-commerce development, as well as methods of forecasting changes in the external contour and determining the internal potential. The necessary element of the model is determination of the criteria for the possibility of e-commerce development in existing conditions combined with formation of a list of invariant models for different platforms, which would be the most acceptable in the conditions of external contour. The need to take into account existing cyber risks and apply measures to minimize them in the process of e-commerce development is substantiated. It is defined that the development of e-commerce leads to an effect on micro-, meso- and macro-levels, which in the end can lead to emergence of a synergistic effect. The feedback function contained in the model allows to link the stage of determining the results to the formation of invariant models of development, which should be activated in the absence of desirable results according to the selected model of e-commerce development. Further research will be directed to substantiate the criteria that determine the possibility of e-commerce development under the conditions of both internal and external contours.