The paper focuses on the moral portrait of modern Russian entrepreneurs which is currently subject to a drastic change. A historical overview of Russian entrepreneurial traditions is provided. Entrepreneur moral has always played a vital role in economy development and will always play. Moreover, business people values affect the institutional interaction at micro-, mezo- and macro-levels. To highlight the entrepreneurial culture principles of Russian entrepreneurs from historical point of view, and show illiteracy of modern students in economics in the issues of Russian entrepreneurship history. Methods and methodological units of research are content analysis, culture genesis, empirical study. The poll of the first and second-year students of two leading universities was conducted, and its results revealed ignorance of to-be economists on the issues of Russian entrepreneurship history. Hence, our students would not be able to follow the traditions of Russian entrepreneurship. The scientific novelty of the study lies in the theoretical and methodological justification of moral qualities of Russian entrepreneurs of the 19th-20thcenturies and their applicability/impossibility of use by modern entrepreneurs in conditions of informatization and digitalization. Research results can be used by Universities for tailoring their educational programmes for to-be economists and entrepreneurs.

Currently, in connection with the development trend of spectacular entrepreneurship, business entities maximize their own profit by scaling up business ideas based on the entrepreneurial event core. In the sports industry, for example, there are plenty of such events: football matches, hockey leagues, car competitions (Formula 1, Formula 2, Formula 3, Formula E). However, aspects of commercialization and monetization often do not coincide with the moral and ethical principles of sports and athletes themselves. As a result, discussion points arise that are on the verge of business and sports. This problem determined the research topic, its goals and results.The aim of the article is to highlight the principles of the entrepreneurial culture of the sports business based on the determination of the moral and ethical aspects of socially oriented activities of sports organizations.The following methods were used such as the methodological apparatus of the study: initial models of economic science; organization life cycle theory; theory of entrepreneurial culture.The main results of the study are as follows: the concept of entrepreneurial culture is defined; 3M levels of its development in the economy are highlighted; presents the relationship of the life cycle of organizations with the sports industry; The principles of entrepreneurial plasticity of the sports business are highlighted; examples of sports ethics of the sports business are given.For the first time in the theory of business economics, the category of «entrepreneurial plasticity» has been singled out, by which the authors understand the function of a business in responding to key moral and ethical principles of entrepreneurial and socially oriented activities, their preservation, compliance, adaptation and scaling.The results of the study can be used by entrepreneurial structures of the sports industry.

Abstract. Relevance: The relevance of the study is designated by the development of digital technologies which are increasingly being used to optimize business processes. At the current stage of entrepreneurial development transformation of companies is being observed and representatives of digital businesses achieve the greatest capitalization. Employees of banking organizations are replaced by bots and artificial intelligence. In this regard, the requirements for entrepreneurs and mercenary managers are changing. This requires the search for new educational approaches to training of specialists. Purpose: to develop an author model of digital business transformation on the results of a survey (research method) conducted among the students of the Faculty of Engineering Business and Management of the Bauman State University and from Plekhanov Russian University of Economics. To reflected the modern vision of future entrepreneurs and managers for a new concept of skills mix vital for business development in the cause of digital transformation and competitive sustainability and to identify both positive and negative aspects of start-up entrepreneurs’ performance in digital economy. Methods and methodological units of research: comparative content analysis, empirical study, polling. The main results: Contradictions of digital business through an entrepreneur prism and consumer position were revealed. The conclusion is drawn that digital economy, on the one hand, is boiled to self-reliance of subsystems (state, business, society) of the system (digital economy). On the other hand, the state, business and society are premised on the scope of competencies, as far as the role of a human in digital economy may be minimized but no completely abandoned. The key factors that affect digital transformation were defined: process optimization, data, business models, infrastructure and tools, people and competencies, culture and interaction. Scientific novelty of the study lies in the author’s concept, according to which the key role in the digital economy era is assigned to the state (state as a platform), business (digital platforms, ecosystems, radical business models), society as a key factor in digitalization. In this regard, an assessment of the digital transformation is provided through the lens of a positive, critical and pragmatic view of society (experts and respondents). Practical relevance: The research results can be used by higher educational institutions to adapt their educational programs to the interests of economists and entrepreneurs, taking into account the growing informatization and digitalization of business processes.

Relevance: one of the accumulation key areas of macroeconomic stability — entrepreneurial activity, faced country’s insurmountable difficulties in 2020. Supporting the business sustainability, it is ready to overcome these difficulties only with the participation of the parties concerned. First of all, entrepreneurship support is the authorities responsibity, and it has already come to life in Russia and in other countries of the world. For their future performance, companies will be influenced by the relationship of society to business and by the business participants, such as as founders, owners, employers. It is obvious, that in the conditions of the current coronavirus pandemic some companies face uncertainty, discordance, and they do not accept forced downtime participation in the business processes. Entrepreneurship support, business support institutions, relationship of companies’ entrepreneurial activity and stakeholders formed the conceipt «entrepreneurial culture». The level of its development will depend, on national-cultural characteristics, which will be reflected in the study. Purpose: to highlight the parametric dilemmas of the national entrepreneurial culture, to evaluate their actions as exemplified by Finland and Germany. Methods and methodological apparatus of the study: models of entrepreneurial culture: cultural dimensional characters by G. Hofstede; the development model of intercultural sensitivity by M. Bennett; cultural dimensional characters by F. Trompenaars and C. Hampden-Turner; parametric dilemmas of the national entrepreneurial culture by Yu. S. Sizova and A. B. Ilyin [6]. Main results: the concept of entrepreneurial culture is defined; the models of entrepreneurial culture and the restrictions on their use are noted; authors dilemmas of entrepreneurial culture and their use in Finland and Germany are presented and the features of entrepreneurial culture of these countries are determined. Scientific novelty: for the study of entrepreneurial culture, a complex elements that includes the parametric dilemmas of national entrepreneurial culture as the lack of state support — the attendance of state support was defined: «lack of state support — state suppor existance»; «restrictions for non-resident entrepreneurs — neutrality for non-resident entrepreneurs»; «lack of support institutions — support institutions existence»; «noncompliance to national features in doing business — compliance to national features in doing business»; «lack of the laws supporting entrepreneurial activity — availability of laws supporting entrepreneurial activity»; «lack of business controlling by the supervisory authorities — existence of business controlling by the supervisory authorities»; «adverse business environment — conducive business environment». Practical relevance: the results of the study may be used by enterprises of different levels.

The purpose of this study is to identify aspects of the e-sports commercialization and analyze its entrepreneurial core. Based on the of the economic science initial models, e-sports genesis, data from the author's sociological survey and secondary sources of information, elements of commercialization of the entrepreneurial core of e-sports are systematized. The main milestones of e-sports  development  in  the  world  in  general  and  in  Russia  in  particular  are  monitored; examples of the e-sports development in the period of COVID-19 pandemic are given; market participants of the industry are identified. Comparative analysis of multilevel ecosystems of sports competitions in the field of traditional sports and e-sports is carried out; statistics of the global e-sports market from 2016 to 2019 and a description of the resource base of e-sports are given.  The  authors  methodize  the  elements  of  commercialization  and  monetization  of  the entrepreneurial core of e-sports. Based on the results of the author's sociological survey, and the analysis conducted in the paper, it is concluded that the basis of the entrepreneurial core of e-sports  is  the  intellectual  and  physical  activity  of  people  based  on  electronic  games.  Thus, e-sports can be considered to be a fundamentally new intellectual discipline, forming around itself stakeholders that contribute to its monetization. It is concluded that the e-sports business core is bottomed on the physical and intellectual activity of people based on electronic games. The results of the study can be used by various entrepreneurial structures working in the sports industry.