Identification of Innovation and Investment Potential of Agricultural Entities

The article examines the interpretation of the concept of innovation and investment potential. It was found that scientists usually understand the essence of innovation and investment potential by studying its structure. At the same time, the following subsystems are distinguished in separate structures of innovation and investment potential, which, complementing each other, have the formed innovation and investment potential as a result. These subsystems include innovation and investment potential. It is established that the essence of innovation potential can be characterized through the component of economic potential, which contains a separate system of certain resources, opportunities, and capabilities. The latter, in turn, will provide the ability and capacity to carry out attractive innovation activities, the introduction of scientific and technological progress, development and implementation of innovations, as well as support for innovation processes. This will allow to move to a qualitatively new level of development to achieve the appropriate level of competitiveness of the business entity. It is emphasized that the dialectic of interaction of innovation potential and investment potential is to realize investment potential, and it can ensure the transition from economic growth potential to intensive type of economic development of economic entities only if attracting and implementing innovation potential. Also, innovation processes, generation of innovations, transfers of innovations are economically justified and possible only with available investment resources. It is proposed to understand the innovation and investment potential of agribusiness entities, which is a component of economic potential, as the real or potential ability of the business entity to use innovations in its production and management systems through investment tools to model a comprehensive concept of strategic enterprise management. of individual elements, based on certain principles and methods. Key words: innovation potential, investment potential, innovation and investment potential, agribusiness entities.