Використання нереалізованого економічного потенціалу підприємств в умовах циклічного розвитку
Undeveloped Competitive Opportunities of Enterprises Using in Cyclical Development Conditions

Summary/Abstract: Economic potential of a company usually is not fully used, which may be due to various reasons, for example, negative impact of environment; ineffective usage of some production resources resulting in limited effectiveness of other business elements. The company’s effectiveness essentially depends not only on completeness of its resources application, but also on feasibility and efficiency of their usage. In different terms of management, it is necessary to include in work various elements of economic potential, provide optimal combinations of its components. That is why the purpose of this article is to study undeveloped competitive opportunities as well as interdependence of their size with the stage of the company’s life cycle and search for the optimal level of underused resources and opportunities inclusion in different economic conditions. The authors investigated undeveloped competitive opportunities of the company, their roots and overall structure. The basic form of unused resources activation and occurring business opportunities were defined in this article. Expediency to consider the enterprise’s life cycle in determining the details of the economic potential realization were justified. Therefore, it was suggested to use the term «economic potential of the enterprise’s life cycle», which is a collection of resources and opportunities that are appropriate to be intensified in the actual economic conditions. In the article has been presented an approach for the economic potential of the life cycle stage assessing through calculation the composite indicator that takes into account three main components: enterprise’s resource opportunities, untapped economic potential and auspiciousness of environment. Thus, effectiveness of every enterprise depends essentially on completeness and rational usage of its resources and capabilities in different economic conditions. Therefore, under high dynamism of environment a particularly important task is finding the part of the enterprise’s potential which could be activated at the certain stage of the life cycle. This approach would allow successful leveling of external risks and threats for the domestic enterprises stability.

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