THE ROLE OF BUSINESS MODELS AS AN EFFECTIVE TOOL OF REALIZATION PRACTICAL ORGANIZATIONAL DECISIONS

The modern economy, characterized by dynamic and turbulent changes, is forcing enterprises to implement new approaches to making management decisions and creative ideas. During their selection, the concept of creating competitive advantage plays an important role. Due to the unpredictability and instability of the environment, continuous internal changes in companies are necessary for survival and commercial success. One of the current and modern ways to create competitive advantages is the formation of the company's business model.