Вплив факторів зовнішнього середовища підприємства на концепцію управління конкурентним потенціалом підприємства
The Influence of the Factors of the Enterprise's External Environment on the Concept of Management of the Enterprise's Competitive Potential

Summary/Abstract: The article is devoted to the problem of the influence of external environmental factors on the management of the competitive potential of an enterprise. External environmental factors have a significant impact on the management of the competitive potential of an enterprise due to the fact that changes in economic conditions, political situation, technologies, social trends and the competitive environment force enterprises to adapt their strategies and management concepts to maintain competitiveness. The article considers key aspects of the competitive potential of an enterprise which is one of the most important components of strategic management. The theoretical foundations of the formation of this potential, its main structural components and factors that determine the ability of an enterprise to adapt to market changes have been analyzed. The emphasis is put on various approaches to managing competitive potential, including resource, competency, innovation-oriented, strategic, market-oriented and information-oriented approaches, with the importance of their role in increasing competitiveness. The significance of the relationship between the components of competitive potential (production, innovation, information, marketing, labor, management and financial) has been pointed out, with an emphasis on their harmonious development and integration as the basis of long-term competitive advantage. Special attention is paid to the rational use of resources, the introduction of innovations and the development of strategic planning. Factors of the functional environment of the enterprise have also been outlined. The article proposes the stages of competitive potential management - from analysis and planning to constant monitoring and adjustment of actions in response to market dynamics and changes in the external environment.

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