Diagnostics of the Potential of Ukrainian Enterprises in Wartime and Management of Their Activity on the Market

Анотація

The article describes the current trends in the changing business environment, the challenges and threats faced by Ukrainian entrepreneurs and which hinder the development of entrepreneurial potential. The Russian war on the territory of Ukraine causes a deterioration in the financial results of enterprises in most sectors of the national economy, reduces their financial stability, which in the future may lead to an increase in insolvency and bankruptcy. The losses of the Ukrainian economy are significant and in conditions of active hostilities cannot be estimated and continue to increase. At the same time, Ukrainian business is looking for ways to stabilize the situation and is trying to function.The focus is on the global socio-economic problem of Ukraine - demographic, which creates threats to entrepreneurial potential: a decrease in employment and a decrease in their business activity, and on the other hand - a decrease in the purchasing power of the population and the volume of sales of goods and services.The results of the study of the dynamics of sales volumes of goods and services by Ukrainian enterprises and the assessment of the impact of individual factors allowed us to identify strategically important areas of managerial influence on the development of entrepreneurial potential, build a multifactor econometric model and substantiate the forecast.

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