Entrepreneurship is one of the pillars of the economy of the country and covers all sectors irrespective of ownership forms. Currently, this activity is increasingly spreading in rural areas. Our research results on transformation in the agricultural sector of the economy show that it is due to the development of entrepreneurship and strengthening entrepreneurial orientation and improvement of business environment economic entities in rural areas they were able to quickly and efficiently adapt to market conditions and to enter the foreign market, therefore, the purpose of the paper is to define the basic principles and the principles of entrepreneurial activity, its specifics and trends in agriculture and rural areas, to show the beginning and the development of collective and individual entrepreneurship. Methodology. The theoretical and methodological basis of the research is the dialectical method of cognition and systematic approach, through which theoretical and methodological foundations of the development of business interactions in the agricultural sector in terms of institutional transformations. The results showed that in the article, the methodical design determining the nature and characteristics of agricultural business organically integrated the concept of institutional knowledge of the economic order, which allows us to identify the evolutionary concept of the formation of enterprises; the structure of the institutional system of entrepreneurship in the context of the evolution of this concept. Practical implications. The studied institutions create incentives for the development of science and education, encourage the mobility of production factors, and facilitate the transfer of scientific and technical information and the introduction of new technologies, promoting entrepreneurship and innovation. Conversely, inefficient institutions reduce the potential level of well-being, reduce reliability assurance of property rights, and enforce contracts. Value/originality. Given systematic and analytical characteristics of the effects, significance, dynamics of development of agrarian entrepreneurship in the context of institutional transformation, show the paradox, the stability of the institutional environment will not soon be reached, therefore, the dilemma of institutions remains unresolved. In general, the institutional transformation has ensured the formation of a mixed economy, the real pluralism of forms of ownership and agricultural management even if they are not yet fully institutionalized in the market. Transformations in the business environment we call the transformation of institutional conditions for the development of economic formations. Institute of entrepreneurship for the imperfections of the rules and conditions of economic interactions has not yet become mutually beneficial by the Institute for functional participants. Analysis of the development of agrarian enterprises in the conditions of institutional transformations proves the inconsistency of the institutional framework of entrepreneurial activity, which leads to a decrease in the number of enterprises – economic entities, non-transparent activities of business entities, the removal of landlords from participation in the activities of enterprises.

Institutional dynamics refers to understudied processes both in economic theory and in economic practice. There is a lack of systematic knowledge on the composition, structure, and functioning of the basic socioeconomic institutions exactly of the investment process, therefore, the purpose of the paper lies in the study of institutional support for attracting investments in the agrarian sector of the economy. Methodology. The theoretical and methodological basis of research is the dialectical method of cognition and systematic approach through which there are theoretical and methodological foundations of strategic innovation institutes of the agricultural market. The results showed that the institutional environment of investment provision of the agrarian sector of the economy includes, on the one hand, agricultural producers with relevant on-farm structural units, managers, professionals, organizers of production and economic processes; in rural areas; local authorities and government; and on the other, a set of functionally competent institutions (legal, scientific, educational, informational, financial, controlling, deliberative, etc.). Each of these institutions has a corresponding purpose, socio-economic relevance, and is an integral part of this system. Practical implications. The studied institutions create incentives for the development of science and education, encourage the mobility of production factors, facilitate the transfer of scientific and technical information and the introduction of new technologies, promoting entrepreneurship and innovation. Conversely, inefficient institutions reduce the potential level of well-being, reduced reliability assurance of property rights and enforce contracts. Value/originality. The increasing importance of the institutional environment of investment provision of the agrarian sector of the economy gives an opportunity to define the latter as an important intangible factor in the development of agriculture and society as a whole, which creates the necessary conditions for transformation and development of the agrarian sector. The formation of a modern institutional environment should include a system of regulators, which would provide favourable conditions for attracting domestic and foreign investment, further structuring of the economic complex of the agrarian sector, the reduction of regional asymmetries of socio-economic development. How full the institutional environment of individual units of the investment will be depends on the realization of economic and social development priorities of the Ukrainian village.

To date, digital technologies and their widespread practice have formed the potential for completely new business models. However, most organizations are either in the early stages of the digital transformation process, or do not yet dare to form a digital business model that will provide real benefits from digital technologies. In any case, taking into account the enormous pace of global digitalization, it is extremely important to adapt the best practices of digital transformation to the improvement of the Ukrainian economy as soon as possible. Based on this, consider the process of researching new and adapting existing management models. Digital transformation – the introduction of modern technologies to radically change the business models of enterprise management today is considered the most important topic for organizations around the world. The requirements of the new digital economy represent the digital transformation as a conscious strategic process of business modification through adaptive management and implementation of digital technologies, ie the restructuring of existing business models. The same happens at industrial and agro-industrial enterprises, the analog period of which is coming to an end. Industries are entering the digital age, thanks to which enterprises are developing in accordance with the new focus. For this reason, it is very important for the formation of digital models of enterprise management to strategically understand the possibilities of digital technology development in their connection with business processes and business models. The analysis of the main traditional models of effective management of enterprises was carried out and their fundamental differences from the Ukrainian approach to management were revealed, the possibilities of implementation of the principles of existing business models by Ukrainian enterprises were considered. In addition, a roadmap for the transition from a traditional to a digital enterprise was proposed for consideration. The process of modeling the digital management system of the enterprise is revealed. Currently, a prerequisite for the prosperity of the economy of industry and agriculture and, consequently, the economy of Ukraine, is adaptive digital management as a basis for economic security of the enterprise. It was found that the relentless introduction of digital technologies, «copying best practices» can later be in reality as dangerous as the refusal to master new technologies. Therefore, choosing the direction of your own digitization, you must first study everything thoroughly, so as not to miss the moment and not to remain in the ranks of the latter or in the past.

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