ЕВОЛЮЦІЯ ТА ТЕОРЕТИЧНІ ПІДХОДИ ДО ВИЗНАЧЕННЯ СУТНОСТІ КАТЕГОРІЇ «ЕКОНОМІЧНИЙ ПОТЕНЦІАЛ ПІДПРИЄМСТВА»

Abstract

Business development in the conditions of uncertainty and variability of conditions requires the maximum return of the available potential and improvement of activity efficiency. Mobilization of the available resources, opportunities and competencies of the entrepreneur in combination with effective risk management can ensure the multiplication of the effectiveness of the use of economic potential and the growth of competitive advantages of enterprises. Being a dynamic phenomenon, the category "economic potential" acquires new features and manifestations with the change of views on the business management economic mechanisms. The article is devoted to establishing the evolutionary stages of defining the essence of the category "economic potential of the enterprise" and deepening its content. It is characterized that the categories "production potential", "resource potential", "economic potential", "financial potential" are used in the scientific literature. It is substantiated that the category "economic potential" is the starting point for strengthening the potential of the enterprise and embodies the production, resource and financial potentials in full understanding of their manifestations and cause-and-effect relationships in the process of the enterprise's functioning. It was established that the category "potential" is characterized by a certain convention, or the probability of the occurrence of certain events or facts, as it embodies a set of opportunities for certain entrepreneurial actions. In this regard, it is determined that from the point of view of the interpretation of the economic potential, the inclusion of the components of opportunities or abilities, as well as the competences of enterprises, is of fundamental importance. It has been proven that the interpretation of economic potential from the innovative-competent and resource aspects makes it possible to correlate its definition in comparison with adjacent categories characterizing the potential of the enterprise. The differentiation of the levels of growth of the economic potential of enterprises in the conditions of a changing competitive environment has been established.