It was concluded that the need to define the essence of social norms is secondary to the development of the concept of such norms in assessing the stability and dynamism of social norms in the legal and economic doctrine of the business ecosystem. The study of the influence of social norms on the sphere of regulation of economic entities' activity, especially under conditions of technological modernization, suggests that the current Russian economic reality exists in a state of so-called

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... ". It was found that the polyvalent processing of economic transactions in the entrepreneurial ecosystem can work effectively and efficiently at the organizational level but not at the market level. Accordingly, the economic organization as a form and process of relations is the point of reference for the theoretical architecture of relational economics. In this respect, the governance structure must adapt flexibly to social norms and cope with different but interacting polycontextual decision-making logics.