СТРАТЕГІЇ ЦИРКУЛЯРНОСТІ БІЗНЕСУ: КРИТЕРІЇ ОЦІНЮВАННЯ ТА ПЕРСПЕКТИВИ ІНВЕСТУВАННЯ

The international practices of realization of business circularity strategies are researched and systematized. The tendencies in change of value priorities of corporate policy of companies depending on phases of transformation of business models are revealed. The focus on the operational efficiency of production processes is strengthened by the transition to the principles of sustainable development and environmental responsibility, and then the creation of circular value chains. Creating circular value chains requires a change in corporate policy and management tools. The transformation of companies' business models affects its corporate culture. The mission and philosophy of business are changing, fundamentally new integrated indicators for assessing financial, economic and social performance are being formed. Environmental management can bring many benefits to producers of goods: saving money and resources, increasing customer satisfaction and loyalty, improving the morale of employees. The analysis of the structure of investments and investment agreements in digitization projects is performed. It is established that most of the financial resources are directed to waste collection and recycling. This has increased the demand for waste processing equipment and caused structural changes in the engineering market. Positive tendencies of growth of investment attractiveness of circularity projects are revealed. In Ukraine, as in the world society, there are demands for a healthy lifestyle and environmental protection, so the country must create an institutional framework for the implementation of these needs. It is necessary to encourage a new generation of entrepreneurs to learn and innovate, to initiate "green" business strategies for the development of territories and to promote cross-sectoral cooperation. Further research is needed on the divergence of circular business models by industry and practices of adaptive management tools in the context of conceptualization of change and structural redistribution of resources in the environment.