CHANGES IN THE INTERNATIONAL BUSINESS ENVIRONMENT AND INNOVATION AND INVESTMENT BEHAVIOR OF COMPANIES IN A PANDEMIC CRISIS

Introduction. The formation of the international business environment is influenced by crises, including current pandemic crisis in economy and society, way out this (the "new normality") should be sought application innovations funding opportunities. Innovations determine opportunities for further development both entities world community as a whole. Goal. Study innovation investment behavior companies state environment, which manifests itself economic downturn destruction market relations due to extreme instability commodity, resource, money markets structural deformation between them. at national supranational levels. Methodology. research was conducted through analysis synthesis study changes crisis; tabular methods visual presentation material. Results. It shown that has changed crisis, comparable global financial 2008. They differ primarily cause – uneconomic first case second; combines non-cyclical nature origin systemic destructive society. found challenges problems have forced organizations rethink approaches doing rapid introduction such artificial intelligence, blockchain, Internet Things, process automation tools. need digital transformation emphasized, an innovative strategy incorporated into overall long-term plan company, determines content corporate, functional, competitive strategies. proved preconditions spread digitalization activities other are created implemented initiating company its relationships with customers, suppliers, competitors. scenario recovery according UNCTAD considered. most difficult thing raise funds innovation.companies suffer heavy losses, significantly limits investment.