Особливості формування економічного потенціалу підприємства із позицій його іміджу в умовах адаптації до змін

Abstract

The article is aimed at studying the peculiarities of the formation of the economic potential of enterprise from the perspective of its image in the conditions of adjusting to changes. The article defines that the economic potential of enterprise serves as a basis for making strategic managerial decisions and determines the level of its economic capabilities. Among the structural components of the economic potential of enterprises are highlighted the following: financial, personnel, productive, innovative, investment, informational, managerial, marketing, and infrastructure. It is substantiated that an important role in the process of forming economic potential is played by the image of enterprise, which can be defined as a positive appearance, presenting its competitive advantage and based on the peculiarities of the enterprise’s activities, positive qualities and patterns, formed on the basis of a combination of internal labor relations and the reputation among consumers and partners. The factors of influence on the image components of the enterprise’s potential from the point of view of the main subjects are analyzed. Methodical approaches to quantitative assessment of the enterprise’s image are defined. An indirect assessment of the image of PJSC «UkrNDIAT» is carried out. It is determined that strategic management of the economic potential of development of entrepreneurial entities and the formation of a positive image are important components in achieving an entrepreneurial success. On the basis of the conducted research, ways to improve the level of image of enterprises are outlined, including the following: continuous improvement of the level of competence of employees; application of the best achievements of scientific and technological progress; development of marketing projects taking into account contemporary socio-political realities (environmental, social orientation, charity, etc.). Prospect for further research in this direction is assessment of the investment and innovation potential as one of the structural components of the economic potential of enterprise in the context of modern digitalization tendencies of development.