DIGITALIZATION OF BUSINESS CONSULTING AND STOCK MARKET ACTIVITIES AS A FACTOR IN THE TRANSFORMATION OF MODERN BUSINESS MODELS IN ENTERPRISES

Abstract

This article fills a gap related to the insufficiently integrated understanding of the digitalization of business consulting and stock exchange activities in the context of the transformation of modern entrepreneurship. In the existing scientific literature, the digital transformation of business models is most often analyzed either at a general level or within specific sectors, while the interrelated impact of consulting services, exchange infrastructure, digital platforms, data, and financial technologies on the changing logic of modern business models has been inadequately explored. The aim of this article is to provide a theoretical justification of how the digitalization of business consulting and exchange activities is changing the mechanisms of value creation, channels of interaction with clients, methods of monetization, and the architecture of modern business models in entrepreneurship. The methodological framework consists of systemic, comparative, institutional, and problem-analytical approaches. The study employs a critical analysis of the scientific literature, content analysis of international analytical materials from the OECD, UNCTAD, IOSCO, and BIS, as well as Ukrainian regulatory and strategic documents in the fields of e-commerce, capital markets, fintech, and open banking. It has been established that the digitalization of business consulting is driving a shift from a model of one-time expert services to a model of continuous analytical, platform-based, and service-oriented client support, within which the role of data, cloud services, algorithmic solutions, and artificial intelligence is growing. It is demonstrated that the digitalization of exchange activities is transforming the exchange from a trading organizer into a multifunctional digital infrastructure that creates economic value not only through transactions but also through data sales, technology services, analytics, and digital market access. It is argued that the combined impact of these processes leads to the platformization, servitization, personalization, and data-driven transformation of modern business models. It is concluded that the defining feature of new entrepreneurial models is the combination of consulting expertise, digital infrastructure, and financial technologies within a single value-creation ecosystem. The scientific novelty lies in the integrated consideration of the digitalization of business consulting and exchange activities as interrelated drivers of entrepreneurial transformation, rather than as separate processes of industry modernization.