УНІВЕРСИТЕТ ЯК СИНЕРГІЯ АКАДЕМІЧНОГО СЕРЕДОВИЩА ТА БІЗНЕС-МОДЕЛІ

The article analyses the contemporary transformation of universities, which are increasingly combining their academic functions with strategies characteristic of the business environment. The present study examines the impact of reduced budgetary funding, digitalization, and global competition on the evolution of management models in higher education institutions. This text focuses on the processes of knowledge commercialization, technology transfer, fundraising, and marketing within the university sector. The integration of academic and business logics has been demonstrated to be conducive to the sustainable development of universities. However, this integration also poses risks to academic freedom and fundamental research.