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This article explores entrepreneurial strategies in the food industry, highlighting the growing role of digital platforms, social media, and innovative technologies in shaping consumer behavior and business development. The study emphasizes how personalized marketing campaigns, data- driven promotion tools, and brand positioning practices affect consumer decision-making, influence purchasing motivation, and facilitate effective market segmentation.

The article examines the theoretical and practical aspects of developing cooperation between IT companies and higher education institutions in the process of training highly qualified personnel. In the context of the emerging knowledge economy, the role of intellectual capital and the efficiency of its use in the innovative activities of enterprises is increasing.

Purpose – The purpose of the study is to clarify the conceptual and practical consequences of repealing the Commercial Code of Ukraine and transitioning to a new model of legal regulation of economic activity. Particular attention is given to identifying strategic benchmarks for legislative support of entrepreneurship under martial law, economic digitalization, and Ukraine’s integration into the European Union legal framework.

The article is devoted to investigating the pivotal role of women’s inventiveness as a catalyst for entrepreneurial success within the contemporary economic landscape. It provides an in-depth examina- tion of the distinctive features of the female approach to innovation, characterized by unconventional thinking, exceptional creativity, and a strong commitment to social responsibility.

The development of cooperation between enterprises and universities in the field of information technol- ogies (IT) is essential for fostering innovation, bridging the skills gap, and enhancing economic growth. The use of information technology is an integral part of the functioning of modern enterprises, and the demand for IT products is constantly growing. Skillful use of modern technologies allows businesses to solve a number of chal- lenges they face worldwide.

The article deals with problems of small and medium-sized businesses development in Ukraine. The social and economic functions of small and medium-sized businesses are outlined. Statistical indicators of small and medium-sized businesses and individuals-entrepreneurs activity is analyzed.