Gonchar O. Enterprise potential management under the conditions of European integration.

Author's approach to construction of enterprise potential management theory within the context of specification its categorial framework was grounded. A scientific and methodical approach to structuring enterprise potential was accomplished and a hierarchical model of the enterprise potential development with four levels of hierarchy was developed. Based on the analysis of industry development in Ukraine findings, factors which influence potential development were discovered. It was established, that on the size and development opportunities of enterprise potential significantly affect the European integration of Ukraine. Systemization of the factors by taking into account structuring of enterprise potential and balancing its elements to obtain synergy was performed. A scientific and methodical approach to adaptive performance of the elements of enterprise potential was formed. The methodology of industrial enterprise potential evaluation, which is based on the marginal approach to the evaluation process, was improved. Semigraphical model, which interpret in the "star of enterprise potential" was constructed. The concept of enterprise potential management under the conditions of European integration was developed and "3D" -model of enterprise potential was built, as well as its approbation through the example of potential development in engineering enterprises in Khmelnitsky region was carried out.