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PROSPECTS FOR THE DEVELOPMENT OF DOMESTIC ENTERPRISE IN THE MODERN ECONOMIC PARADIGM

Entrepreneurship is undergoing permanent changes in accordance to the trends of social life, so the development of market relations depends on formation of a new ideology of entrepreneurial thinking. In the modern economy the concept of corporate social responsibility allows the business structures to interact more successfully with the state in solving social and economic problems of the national economy. Increasing of social component in the strategic activities of domestic business structures is expected to combine the business and society interests. At the same time the important aspect of the implementation of such activities in Ukraine is the achievement of social security, environmental protection, the realization of human capital. An important means of establishing a market economy in Ukraine is the cooperation of government agencies, public organization and business representatives to create the conditions for balancing personal, business and public interests. Based on world experience, it has been established that in modern realities one of the most important factors of economic development of enterprises and organizations is social responsibility of business, which not only improves the image of the enterprise, its business concept, but also ensures its economic growth and competitive advantage in the long run. The social orientation of the business will be most effective if the corporate social responsibility of the business becomes a fundamental basis in the strategy of enterprise management. Considering the optimistic scenario of the domestic economy, it is hoped that through the implementation of the strategy of increasing corporate social responsibility, Ukrainian business structures can find effective tools to increase the level of socialization of the domestic economy. Thus, in the current conditions of the domestic economy, a new paradigm of entrepreneurial thinking, aimed at increasing corporate social responsibility, should become a driving force of social innovation, which will increase the investment attractiveness of the country at the international level. At the same time, a significant problem is the need to form state mechanisms to stimulate the systematic improvement of social responsibility of economic entities and state support of those business structures that develop and implement their own social responsibility strategies.