The potential of the enterprise's foreign economic activity: essence and structure

In the paper, on the basis of resource, functional-target, effective approaches, the foreign economic potential of the enterprise as a set of resources, opportunities and abilities of the enterprise to ensure the achievement of the results of economic activity in the field of international economic relations at the highest possible level is determined. The multifaceted content of the foreign economic potential as a complex component of the economic potential of the enterprise is revealed, the internal resource and performance potentials as well as the potential of external factors and conditions of foreign economic activity are characterized. The polystructural nature of the foreign economic potential is substantiated and its components are revealed: – the potential of the foreign trade model of the enterprise's foreign economic activity as a set of resources, capabilities of the enterprise, as well as its ability to conduct effective export-import activities; – the potential of the production and investment model, the structural elements of which are the resource and productive potential of such types of foreign economic activity as international leasing, franchising, subcontracts, international investments, international production specialization and cooperation, joint entrepreneurial activity; – the potential of an infrastructural model focused on the provision by the enterprise of consulting, insurance, transport and forwarding, marketing, legal and other services to foreign economic entities. The structural elements of the potentials of models of foreign economic activity are: marketing potential - a set of resources, opportunities and abilities of an enterprise to ensure the competitive advantages of its products (services) in the target segments of the world market; logistics potential - a set of resources, opportunities and abilities of the logistics system of foreign economic activity.