SUSTAINABLE ENTREPRENEURSHIP: ANALYSIS OF TRENDS IN DIGITAL ACCOUNTING, MANAGEMENT, AND MARKETING IN REGIONAL AND GLOBAL DIMENSIONS

The relevance of this research is driven by the overall impact that the development of cloud technologies, coupled with sustainability aspects, has brought to the approach of sustainable entrepreneurship. These transformative processes have significantly changed the accounting, management, and marketing practices of individual entrepreneurs. Since the formation of scalability effects in sustainability aspects, these processes have not only become more efficient, accessible, and innovative but also contribute to a deeper sustainable development. This is achieved through increased efficiency, enhanced economic growth, preservation of natural resources, and support for social stability in business operations. The article arm is to identify the characteristics of sustainable entrepreneurship based on an analysis of the trends in changes in accounting, management, and marketing at regional and global levels. To achieve this objective, research methods such as analysis, synthesis, and a general comparison of digital accounting, management, and marketing changes were employed. Results have demonstrated that the transformation of entrepreneurship and the digitization of accounting, management, and marketing are interconnected. Components work together to facilitate the transition of entrepreneurs towards conventional success, primarily economic success. In a sustainable entrepreneurship context, the concept of success extends far beyond the conventional definition. Consequently, each digital accounting, management, and marketing process highlights specific sustainability aspects. When these aspects are integrated and manifested collectively, they lead to success in the context of sustainable development, inherently linked to economic, environmental, and social progress. Prospects for further research lie in the development of strategies for transforming accounting, management, and marketing that are oriented towards these specific elements and principles, aiding in achieving a balanced business development while considering economic, environmental, and social aspects.