Drawbacks of the basic principles of management of financial and economic potential in the national platform are defined. The mechanism of approximation of modern concepts of financial management of the economic potential is specified and proved. The analysis of principles and tools in the systems of financial management of the intangible potential (intangible assets, brand, customer equity, inner generated goodwill) is carried out and possibilities of their implementation in Ukrainian enterprises are assessed.
The question related to the use of financial and economic instruments in the
management of modern enterprise, including the forecasting of the financial environment of
the enterprise, diagnosis strategic financial position, the formation of strategic norms of
financial activity. Analyzed the content and adequacy of current conditions and static
forecasting systems and models that form the analytical basis for making static optimal
management decisions on financial strategy. Substantiated that ensure stable operation