The research focuses on the theoretical foundations and practical aspects of economic diagnostics of the development potential of trade enterprises in a dynamic market environment. The conceptual framework has been expanded, particularly regarding the concepts of “enterprise development” and “development potential of a trade enterprise,” and a broadened classification of development types has been proposed, based on criteria such as digitalization, economic integration, capital investment intensity, etc.
Development potential is interpreted as an integral characteristic of a company’s ability to function effectively, adapt, and create value. The study proposes an enhanced structure including digital, social, globalization, and network potentials to respond to modern challenges and ensure sustainable growth. Combining traditional and innovative components enhances the global competitiveness of trade enterprises.
The dissertation theoretically substantiates the interconnection between development and potential. Economic diagnostics is defined as a scientifically grounded process for assessing resources, competencies, and resilience reserves. A diagnostics algorithm is developed, including indicator systems, analytical procedures, problem identification, strategy formulation, and implementation monitoring.
A methodological approach to evaluating development potential is presented, encompassing key components such as resource provision, innovation activity, competitiveness, and investment attractiveness. The method uses an integrated indicator calculated from partial assessments, enabling a comprehensive evaluation and substantiated strategic decisions.
The study identifies the stages of trade development in Ukraine: economic growth (2000–2014), crisis transformation (2014–2022), and survival and recovery (from 2022). The impacts of crises, the COVID-19 pandemic, and war were analyzed. Positive (digitalization, national producer support) and negative (inflation, labor shortages, logistics costs) factors were revealed.
A three-level diagnostics system (scientific, sectoral, corporate levels) is proposed for a comprehensive assessment of trade enterprise potential. The method is adaptive, dynamic, and integrates modern digital technologies. Tools to strengthen potential—marketing, financial, customer-oriented, operational, legal, and strategic—are substantiated.
Special attention is given to information support for diagnostics, covering financial, marketing, strategic, and ESG data. Digital tools are proposed to increase accuracy and efficiency.
The study’s results have been implemented in the operations of PJSC "Dytyachyi Svit Kyiv" and LLC "Euro Group Ukraine".
Keywords: economic diagnostics, development potential, trade enterprise, competitiveness, sustainability, digitalization, adaptation.
