The article considers scientific approaches to the interpretation of the essence of innovation potential as one of the key factors of successful enterprise activity. It presents the general structure of the innovation potential of a banking institution in the form of a system of components, such as financial, personnel, marketing, material and technical, information, organizational, and it is proposed to expand this structure with elements of environmental and social components, which is extremely important in the context of sustainable development. It describes the process of managing the bank's innovation potential, which consists of developing plans, controlling processes, analyzing projects, coordinating between departments, providing resources and evaluating results. Approaches to assessing the innovation potential of an enterprise are systematized, a detailed analysis is carried out at the stage of substantiation of the possibility of an innovative project, when the goals and requirements for the components of the innovation potential are already clearly defined, and when weaknesses are identified, the bank takes measures to improve them. Diagnostic analysis is widely used in strategic management. The integral approach to assessing the innovation potential of an enterprise, which is most often used in the practice of entrepreneurship, is disclosed in detail. Taking into account the strategy of environmental and social responsibility of the bank in the context of sustainable development, it is proposed to include an assessment of the environmental and social aspects in the general methodology for assessing the innovation potential of the bank. When assessing the innovation potential of the bank, it is proposed to use the following scale: 0–4.0 – low level, 4.1–7.5 – medium level, 7.6–10.0 – high level of use of innovation potential. The results of the evaluation of each component of innovation potential are used to calculate the overall indicator of the level of innovation potential. After that, an average value is set for each component based on these estimates, which serves as the initial data for identifying the weaknesses of the bank. The integral indicator is calculated as the arithmetic mean of the total sum of all components of the bank's innovation potential.
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