The dissertation is devoted to the decision of a scientific problem of development and realization of a methodology of management of competitive potential in system of innovative and investment development.
The paper offers a new vision of the content of the competitive potential of agribusiness entities and the methodology of its management. The evolution of competition concepts in world economic thought is considered. The decisive features of competition within the framework of leading economic scientific schools are determined. The content of the potential of the enterprise is considered and its understanding as a set of resources, opportunities, key competencies and reserves which are used or can be used for achievement of the set purposes is offered. The generalized approaches to the understanding of competitive potential are generalized. The content of competitive potential is defined as a set of competitive advantages of the enterprise, a set of reserves, part of the general potential of the enterprise, means of achieving competitive goals, sources of highly competitive status, set of enterprise capabilities and ability to use resources and opportunities. The structure of competitive potential using the tools of Euler's circles is presented. The necessity of understanding the efficiency of competitive potential as the ratio of its used part to the total is proved. The method of complex research of competitive advantages of the enterprise is analyzed. The analysis of researches on features of investment activity of subjects of agribusiness is carried out. The priority directions of investment which meet the criterion of innovation are offered. The structure of the competitive potential of the agribusiness entity, which includes internal and external components, is proposed. Internal components reflect the ability of the enterprise as a socio-economic system to create the desired properties of the finished product. External components combine resource and market potential. The toolkit of competitor potential management is offered, which includes: principles, process, functions, goals, stages.
A methodical approach to assessing the competitive potential of agribusiness entities is planned, which includes assessing the environmental factors of direct and indirect action, determining the level of internal capabilities to provide the desired characteristics of the product, researching competitive advantages and determining the level of market and resource components. Modeling of the influence of environmental factors of indirect action is carried out, which were grouped into microeconomic macroeconomic and supranational nature. The relationship between the selected factors from the use of cognitive modeling tools has been established. Scenario modeling of the impact of these factors on the competitive potential of agribusiness entities is done, which allowed to determine the degree and nature of their impact. The analysis of the level of competitive potential of the studied agribusiness entities is carried out on the basis of a set of local potentials (personnel, innovation, marketing, production, organizational and managerial and financial), united within its functional component. It is established that among medium-sized enterprises the level of competitive potential is much higher than among small enterprises, and the lowest level is observed among micro-enterprises. The statistical significance of the difference in the obtained results was confirmed analytically. Approaches to understanding the content of competitive advantages are considered.
