Business models in the conditions of increasing complexity of the business environment

The relevance of the study is due to the fact that in the increasingly complex business environment, companies today more than ever need a simple and flexible tool to manage innovations, to build effective business models in a timely manner. The purpose of the study is to present updated business models in the context of the digital economy development. The empirical base was the research of H. Mendelssohn, A. Osterwalder, as well as analysts of the best business practices of Alibaba Group, Apple, Uber, AirbnB, Amazon, Facebook, Google. The author presents the transformation of business models and their adaptation toa new, changed environment, as well as business models that are relevant in innovation management. The practical significance of the studylies in the fact that the results obtained will allow companies to achieve business success, getting a greater effect from the application of this business model by combining it with other tools. This will help companies to obtain the optimal set of ideas and associated potential risks at the output in order to identify the most promising business development ideas and prioritize.