Enterprise potential management as a basis of its purposeful development direction

This article summarizes the management of enterprise potential as a basis for its development direction. The main purpose of the study is to form a system of enterprise potential management, which would allow its purposeful development direction. It is proposed to realize this goal by working out the conceptual and categorical apparatus of economic potential management and enterprise development by revealing the essence of the categories «enterprise’ potential» and «development» through the prism of their relationship. Systematization of literature sources and approaches to solving the problem of enterprise potential management as a basis for managing its development shows that the ambiguity of understanding the essence of potential, its structure causes difficulties in forming a methodological basis for determining economic potential in the context of enterprise development direction. The urgency of solving this scientific problem is that the development of scientific approaches to managing the enterprise potential as a basis for its development direction makes it appropriate to further study such terms as «potential» and «development» to reveal their essence, components, types in order to form the latest methodological basis for their management. The research of the outlined topic in the work is carried out in the following logical sequence: the content of the economic potential of the business entity is revealed, which is unique that has certain properties inherent in this business entity is disclosed; the enterprise’ economic potential which is a complex system, the formation of which is influenced by the peculiarities of its operation, as well as one that contains a number of other types of potential that are its elements and have a narrower meaning is researched; it is proved that the economic potential determines the ability of the enterprise to develop, ensure economic security, financial stability and competitiveness; it is established that the economic potential is the basis of development and an integral element of enterprise development management; it is proved that development should be considered as a process of positive qualitative changes, the main criterion of which is the acquisition of a new quality that strengthens the viability of the enterprise; it is established that the development process is phased, so in its implementation the company moves from one stage of development to another. The results of the study can be useful for both scientists and managers of any enterprise, because the effectiveness of the use of economic potential, as well as the overall efficiency of economic activity depends on the quality of management carried out by the company's management