Communication in business: contextual analysis

The article examines the main aspects of communication in entrepreneurship, reveals a context-oriented approach to the interaction of business companies and consumers of goods and services. The new role of consumers is defined on the basis of identification of the consumer value perceived by them, and the importance of contextual analysis as a method of implementing the principle of consumer orientation and a method of solving business problems in conditions of high uncertainty and complexity is determined. It is shown how the context of the activity connects and coordinates the entrepreneur with his consumers.