INTERRELATIONSHIP OF THE LIFE CYCLE OF THE ENTERPRISE WITH THE MANAGEMENT OF THE DEVELOPMENT OF ITS POTENTIAL

Abstract

Purpose. The aim of the article is to substantiate the relationship between the life cycle of the enterprise and the management of the development of its potential. Methods of research. General scientific and special methods were used in the research process, in particular: induction and deduction – at the stage of collecting, systematizing and processing the necessary information; abstract and logical – for the formation of theoretical conclusions regarding the management of the development of the company's potential; monographic and comparative – to systematize the approaches of scientists to the selection of stages of the life cycle of an enterprise; tabular – for visualization of research results by scientific searches. Findings. The issue of the relationship between the life cycle of the enterprise and the development of its potential is considered. Attention is focused on the fact that in order to achieve the goals, focusing on the company's development strategy, the manager should plan the search and supply of resources not only at the stage of the company's formation, but also throughout its life cycle. The importance of strengthening the company's potential and its connection with competitive positions on the market is indicated. An analysis of the components of resource provision in terms of potential management at each stage of the life cycle was carried out. The views of scientists on the life cycle of the enterprise, its structure and the emphases made in their scientific works were analysed. It is proven that the analysis of the life cycle of the enterprise gives an answer to the question of the effectiveness of the management decisions made and is the basis for adjusting such decisions and improving their effectiveness. Originality. The article examines the 5-stage model of the life cycle of the enterprise through the prism of the potential of resource security, which, unlike the existing ones, ensures by establishing an effective system of potential management at each step of the corresponding stage. Attention is focused on the potential management system in terms of management functions. It is noted that using a functional approach, a clear structure of the management system is built, with consistent planning, forecasting, and organization of production and business processes. Practical value. Proposals substantiated by research results can be used by the company's management to strengthen its position in the market, and act as a competitive player with the appropriate potential. The components of resource provision potential at the stages of creation, growth, maturity, decline and revival are analysed. Key words: potential, life cycle of the enterprise, development, resource provision, competitiveness