STRATEGIC MANAGEMENT OF ENTERPRISE POTENTIAL: THEORETICAL AND METHODOLOGICAL ASPECTS

Анотація

The article explores the theoretical and methodological principles of managing the strategic potential of an enterprise in the context of increasing turbulence in the external environment and the need to ensure long-term competitiveness. The relevance of the study is due to the fact that modern enterprises operate in conditions of high uncertainty, dynamic changes in market conditions, technological transformations and increased global competition. In such conditions, effective management of strategic potential is a key factor in ensuring sustainable development, adaptability and the ability of an enterprise to strategic changes. The paper summarizes scientific approaches to interpreting the essence of the strategic potential of an enterprise and defines it as an integral characteristic of the resources, competencies, organizational capabilities and managerial abilities of the enterprise, which form the basis for the implementation of long-term strategic goals. The analysis of scientific and methodological approaches to managing strategic potential allowed us to systematize the main conceptual approaches to its assessment and development, in particular resource, institutional, systemic and functional approaches. It was established that each of them focuses on different aspects of the formation and use of potential, which requires their comprehensive combination in the practice of strategic management of the enterprise. Particular attention is paid to the formation of a process model of managing the strategic potential of the enterprise, which involves the implementation of a sequence of interconnected stages: strategic diagnostics of potential, assessment of its structural components, identification of strategic development opportunities, formation of management decisions on strengthening potential and monitoring the results of their implementation. The proposed model is focused on the integration of evaluation and management procedures into a single system of strategic management, which ensures increased adaptability of the enterprise to changes in the external environment. The results of the study allow us to deepen theoretical understanding of the essence of the process of managing the strategic potential of the enterprise and to substantiate the strategy for its strengthening. The practical significance of the results obtained lies in the possibility of using the proposed approaches and models to form effective strategies for the development of enterprises, increase their competitiveness and ensure strategic sustainability in the long term.

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