РАЦІОНАЛЬНІСТЬ ЯК ВЛАСТИВІСТЬ ЕКОНОМІЧНОЇ ПОВЕДІНКИ ПІДПРИЄМСТВ: ФІЛОСОФСЬКІ АСПЕКТИ

The article addresses the issues of economic behavior as an integral paradigm of actions which has a certain pattern of an individual’s self-identity and the attitude towards environment. The integrity of economic behavior could be expressed as purposefully rational, value-rational, affective or traditional, as well as in the general relevance of actions and the degree of their social morality as selfish, altruistic, responsible or irresponsible. Given the modern turbulent changes and challenges, economic behavior has become a topic for riveting scientific debate which is underpinned to a great extent by such factors as market expansion, penetration of market ideology into various areas of social development and thus triggers a critical need to conduct a sociological in-depth analysis on the impact factors driving economic behavior which assumes tracing this type of behavior separately as it is. With a special focus on the autonomous study of the economic behavior phenomenon, it can be viewed as the behavior associated with the choice of economic alternatives to determine rationality, that is, a choice for minimizing costs and maximizing profit. It is observed that due to certain methodological limitations, the influence of turbulent environment that affect economic activity of enterprises is often neglected, thus businesses enter the market and its relationships through specific activities triggering market elements into action to pursue their own intentions and interests. The use of market tools, its various products, services and assets to achieve economic goals translates into a range of different effects on economic behavior of enterprises through limitation, standardization or algorithmization of the specifics of their business arrangements.