ECONOMIC ESSENCE AND METHODOLOGY OF ASSESSING THE ENTREPRENEURIAL POTENTIAL OF ENTERPRISES

Abstract

The article is devoted to the study of the essence of the concept of «entrepreneurial potential». The main approaches to the interpretation of entrepreneurial potential by domestic scientists are highlighted, its properties and key stages of assessment are characterized. The approaches to determining the essence of entrepreneurial potential are: systemic, resource, process, marketing, innovation, strategic, competence, socio-economic, functional, reproducible, normative, integration, dynamic, optimization, administrative, behavioral, situational, structural. The author’s interpretation of the entrepreneurial potential ofenterprises as a set of resources, abilities, competencies and innovative capabilities that allow an enterprise to identify, develop and effectively implement market opportunities, adapt to changes in the external environment, introduce innovations and ensure competitiveness in the long term is presented. The main properties of the entrepreneurial potential of enterprises areidentified: integrity, systematicity (interconnection and interaction of elements), complexity (structurality), comprehensiveness,communicativeness, hierarchy, dynamism, adaptability (ability to develop), innovation, alternative forms of functioning and development, resource availability, purposefulness, effectiveness, strategic orientation, competitiveness, power.An algorithm for assessing the entrepreneurial potential of enterprises is presented. The set of methods used in assessing the entrepreneurial potential of enterprises is summarized (SWOT analysis, STP analysis, GAP analysis, Porter’s strategic model, Boston Consulting Group matrix, benchmarking, key performance indicators (KPI), PESTLE analysis, interviews and questionnaires). A formula for assessing the entrepreneurial potential of enterprises using an integrated approach is proposed.