Changing needs as a source and reserve for the national economy development

The article contains the author’s interpretations of the options, sources and reserves for the development of the national economy. Being the main source of economic development, the structure of economic entity needs is proposed for consideration, and the need for a separate approach to their study is stated. The of the subjects needs transformation is considered by the author through the prism of the global trends ambiguity i.e. COVID-19, the development of Internet technologies, etc. The author notes that as the basis for the study and comparison of the systems of economic entities needs, financial-economic and natural-value groups of indicators are most often distinguished, they are united by the common goal i. e. the economic growth achievement. However, a retrospective analysis showing unprecedented economic growth over the past century leaves the issue of problems and difficulties growth in the modern world as a blank item. It is stated that the mainstream is engaged in the problem of effective choice at the micro level, it does not affect national interests, while the author of the study suggests an attempt to transform the principal role of the mainstream and embed the theory of needs as the primary basis of social and economic development, focused to reflect the national characteristics of economic entities functioning. The development and reasonable application of the theory of economic entities needs should act as an internal alternative to the proposed external factors of socio-economic development. The purpose of the article is to draw attention of the scientific community to the problems of finding new internal sources of the national economy development. The research methodology is based on the comparison and comparative analysis of socio-economic reality and the foundations of economic science. The article substantiates the need to develop an alternative economic model of the world order, which may be based on the theory of needs. It is concluded that modern economic science does not pay due attention to the search for internal sources and reserves of development. The belief is formed that the blocking of the search for internal nationaloriented models of economic development is carried out intentionally.