УДК 658:622.0112

Tetiana Anatoliivna VLASENKO
PhD in Economics, Senior Lecturer, Kharkiv Petro Vasylenko National
Technical University of Agriculture

Abstract

Introduction. Strategic management, as well as strategic change management in an enterprise, requires an adequate amount of resources. Directing existing resources to unsubstantiated activities of the enterprise leads to their inefficient use, which reduces the effectiveness of the enterprise and leads to tangible problems in the future.

The purpose of the study is to determine the content of the potential of the enterprise and to clarify its role in ensuring the success of strategic change.

Results. It is determined that the enterprise potential is a set of enterprise resources used at the input to obtain the desired output. The enterprise potential is related to the structure, organizational capabilities, opportunities and means that are the resource utilization. It is the means of production as a form of fixed capital that are the main constraints that prevent innovation and are capacity limit. Abilities are predominantly characteristic of staff, who are most often the source of innovation, implementation of improvements and revision of existing technologies. Reserves are inherent in all components of the potential – mainly untapped opportunities, through the use of opportunities and abilities. So the reserve itself is like unused capacity, characteristic of capacity and often quantifies its size. All aspects of the interconnection of capacity with the external environment are inherent to him in the same way as the enterprise as a whole. So, the configuration of resources, capabilities, competencies, abilities, resources and reserves is the essence of the enterprise’s potential as a contingent factual value, which allows determining the probable volume of growth of an entity and allows estimating the possible degree of achievement of the set goals.

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The article was received 12.11.2018