The need for measurements in ecological entrepreneurship of services of natural ecosystems under uncertainty of their market value

The article discusses the problematic aspects of the main theoretical developments on which the methodology of environmental entrepreneurship and its management is based. The interconnections of the theory of entrepreneurial opportunities with theories of environmental economics and social welfare are shown. The undeveloped aspects of accounting, the value / cost of ecological potential, its ecosystem services, which are not only a condition, but also one of the factors for the production of environmental entrepreneurship, are revealed. The absence of interconnection of the methodology of environmental entrepreneurship with the theory of environmental economics, which has been developing recently as one of the innovative areas of economic theory and practice, has been established.