MODERN FACTORS INFLUENCING THE ACTIVITIES OF BUSINESS STRUCTURES IN THE FIELD OF FOREIGN ECONOMIC ACTIVITY

Abstract

Purpose jf the study This study aims to resolve a key scientific contradiction between the increasing complexity and instability of the global economic environment and the insufficient systematization of modern factors determining the effectiveness of foreign economic activity of entrepreneurial structures. The relevance of the work is driven by the need for a comprehensive analysis of geopolitical, sanctions-related, digital, environmental, and institutional challenges that shape a new reality for FEA participants amidst the transformation of the world order. The methodological foundation comprises: a critical analysis of modern theories of entrepreneurship internationalization and their applicability under sanctions pressure; a comprehensive analysis of macroeconomic and regulatory trends for 2024–2026; and the systematization of influencing factors through the lens of PESTEL analysis and the resource-based approach. It was established that classical models of entering foreign markets require significant adaptation to the specifics of the modern environment, characterized by unprecedented sanctions pressure, fragmentation of global supply chains, and accelerated digitalization. Systemic «gaps» in institutional support were identified, creating barriers for small and medium-sized enterprises. As a result, a structured system of factors classified into five macro-groups was developed, and directions for the adaptation of entrepreneurial structures were proposed. The obtained results indicate the necessity of transitioning to hybrid FEA strategies that synthesize principles of flexibility, digital maturity, and proactive regulatory risk management. The practical significance of the research lies in providing entrepreneurial structures with a concrete analytical toolkit for assessing the external environment and forming sustainable strategies for presence in international markets.