The dissertation is a comprehensive study of theoretical, methodological and practical aspects of the development of the economic potential of a trade enterprise.
The relevance of the topic is due to the need to study and address a number of theoretical issues in the context of economic potential development specifically for the trade sector, which is one of the key components of the economy. Unexplored aspects of this topic can help develop new theories and practical strategies for trade enterprises and improve their economic potential.
The first section examines the theoretical foundations of the development of the economic potential of an enterprise, considers the components of the process of assessing economic potential, conducts a comparative analysis of the main approaches to assessing the economic potential of an enterprise and methods of assessment, and systematizes assessment indicators for each element of the economic potential of a tradе enterprise.
The second section assesses the structure and dynamics of indicators characterizing individual elements of the economic potential of Ukrainian trade enterprises by division into large, medium, and small, systematizes various classification features of factors influencing the economic potential, proposes its own classification and defines the relationship between them, studies the main approaches to the management of economic potential.
The third section defines the essence and components of economic competencies of an enterprise in the process of development of economic potential, systematizes the main indicators of development for each component of the economic potential of an enterprise, identifies the main risks and determines the degree of influence on the economic potential of a trade enterprise, presents a methodology for assessing the economic potential of a trade enterprise, taking into account the impact of risks on individual components of economic potential.
The scientific novelty of the dissertation research lies in the development of theoretical, methodological, scientific and practical foundations for solving problems of development of the economic potential of a trade enterprise.
The content of the concept of "economic potential of an enterprise", systematization of the types of characteristics of economic potential by dividing it into existing potential and development potential, methodological approaches to the phasing of the assessment of economic potential of an enterprise by allocating three main stages (preparatory, calculation, final), methodological approach to assessing the economic potential of a trade enterprise by systematizing assessment indicators by its components, scientific approaches to determining economic competencies have been improved.
The systematization of the principles of classification of the economic potential of a trade enterprise has been further developed, which includes the features of the type of sales channels (direct, indirect, multimarketing, multichannel, electronic) and customer groups (potential of mass market consumers, corporate consumers, consumers of the specialized segment, online market, international market and institutional potential), which contributes to an in-depth understanding of the essence of the economic potential of the enterprise and allows to optimize supply chains and identify the target.
Also, the structuring of the factors of development of the economic potential of a trade enterprise has been further developed by dividing them, depending on the level of manifestation, into individual, local, general, and global, which allows to rank the degree of influence of external factors and respond to them accordingly. This makes it possible to form an environment of the interaction of factors influencing the economic potential of a trade enterprise in order to ensure identification of the external environment by levels and completeness of the information base, which contributes to improving the validity of management decisions and planning approaches, and, accordingly, provides sustainable competitive advantages in the market.
The results of the study provide trade enterprises with objective information on the effectiveness of their economic potential management system and practical recommendations for optimizing management processes. This contributes to better management decision-making, improvement of development strategies and achievement of positive results.
