THEORETICAL AND METHODOLOGICAL PRINCIPLES OF ENSURING THE EFFICIENCY OF DEVELOPMENT OF COMPETITIVE POTENTIAL OF ENTERPRISES

Анотація

The article is devoted to the study of the theoretical foundations of ensuring the effectiveness of the development of the competitive potential of enterprises. The essence of competitive potential is a comprehensive assessment of its capabilities, resources, knowledge, technologies and strategic direction, which contribute to the enterprise in identifying competitive advantages and ensuring stability in a competitive environment. The approaches of different authors to the definition of the essence of the concept of "competitive potential of enterprise" are analyzed. The principles of formation of competitive potential of enterprises are substantiated and supplemented. The factors influencing the formation and development of competitive potential are analyzed. A classification of methods for assessing the competitive potential is provided, and it is determined that this allows to systematize and study the most effective and adapted to the needs of the enterprise approaches to evaluation. The main aspects of the competitive potential of the enterprise are substantiated. It characterizes approaches to diagnostics and evaluation of competitive potential of enterprise (effective, reserve, resource). The influence of the war in Ukraine on the formation and development of the competitive potential of enterprises is analyzed. It is determined that ensuring the efficiency of the development of the competitive potential of enterprises requires a systematic approach, which allows enterprises to consider their competitive potential as an interdependent system, where each component affects the others, and accordingly requires a coherent and complete approach to development. It is substantiated that the development of the competitive potential of an enterprise can be considered as a dynamic process that requires constant adaptation and training. It has been determined that ensuring the efficiency of development of the competitive potential of enterprises requires an understanding of the global context, which helps enterprises to avoid risks and use the opportunities provided by the world economy.

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