УПРАВЛІННЯ РЕСУРСНИМ ПОТЕНЦІАЛОМ ПІДПРИЄМСТВ В УМОВАХ ВІЙНИ

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The article examines the essence and components of the resource potential of enterprises, identifying specific features and challenges in their formation, preservation, and development during wartime. The study aims to explore the current state and improve approaches to effectively managing organizational resource potential in Ukraine under wartime conditions. The dynamics of the growth of the main components of enterprise potential (workforce, equity capital, non-current assets, and inventory) over the past 10 years were analyzed. It was found that the volume and quality of resource potential depend on general economic development trends. During periods of economic stability, there is an increase in the main components of resource potential and an improvement in their qualitative characteristics, while in times of prolonged crises, the potential is depleted. It was determined that war has a destructive impact on business development and enterprise operations due to the destruction of energy and production infrastructure, a significant reduction in labor supply due to mobilization and migration, and logistical and administrative constraints. The main problems and barriers in managing resource potential during wartime were systematized, including security challenges, a shortage of financial resources and investments, deterioration of the labor market, restricted access to material, technical, and energy resources, and impaired logistics. Managing resource potential in wartime requires developing a special strategy for each key resource (financial, human, material, and informational), focusing on risk minimization, diversification of supply and funding sources, and enhancing flexibility. Adapting resource potential during a crisis demands resilient approaches in financial, personnel, material-technical, and informational management, with rapid adaptation to new realities and constant monitoring of changes. This not only involves preserving resources but also leveraging crisis conditions to create opportunities and strengthen competitive positions.