Methodological approaches to competitive potential assessment of an enterprise

Methods. During the research, the following methods were used: analysis – when studying the experience of applying methods of assessing competitive potential; abstraction – in the process of creating a comprehensive approach to assessing competitive potential; comparative analysis – to compare methodological approaches to assessing the competitive potential of the enterprise; logical analysis – to build the logic of research. The results of the study are clearly displayed using a graphic method. Results. A critical analysis of existing approaches to determining the components of an enterprise's competitive potential was conducted, as a result of which such components as: personnel potential, financial potential, production potential, innovation and investment potential, and market potential were singled out. It has been demonstrated that each of the considered methodological approaches is characterized by certain advantages and disadvantages, which have a significant impact on the choice of an appropriate method for assessing the competitive potential of an enterprise under the specified conditions. The authors of the article formed a scientific and methodological approach to the assessment of the competitive potential of the enterprise with the application of assessment approaches and methods that are components of methodological approaches or the result of their combination. Novelty. During the analysis of methodical approaches to the assessment of the competitive potential of the enterprise, a comprehensive approach to the assessment of the competitive potential based on the assessment of the components of the potential was defined, and its advantages were revealed. The application of a scientific-methodological approach to the assessment of competitive potential is proposed, which ultimately makes it possible to obtain a reliable result and make balanced management decisions regarding the management of the enterprise. Practical value lies in the possibility of applying the developed and provided proposals regarding the toolkit for assessing the competitive potential of enterprises in various sectors of the economy in order to improve the efficiency of their management. The obtained conclusions and research results, as well as the provided methodological recommendations, will contribute to the effective functioning of industrial enterprises.