The purpose of this study is to analyze approaches to the formation and assessment of the strategic potential of an enterprise in modern conditions of uncertainty of the external environment, to analyze existing approaches to the study of strategic potential, as well as its formation, to develop an effective methodology for generalizing the indicator of strategic potential, its structure, reserves for increasing its level, etc. In addition, the specified methodology also includes an analysis of the size of the strategic gap between real and expected indicators of strategic potential.
Design/methodology/output – In the article, the author used the method of literature review to substantiate the importance of developing and applying a methodology for assessing strategic potential, ways of its formation by Ukrainian enterprises in order to obtain significant strategic opportunities, as well as to substantiate the relevance of the chosen research topic. Based on the literature review, the author identified areas for the formation and assessment of the strategic potential of enterprises. The research methods used in the work were: economic and strategic analysis, modeling to form a methodology for assessing the strategic potential of an enterprise; comparative analysis to study the structure of the strategic potential of an enterprise; methods of detailing, logical comparison and generalization of research results.
Results – a proven hypothesis that the application of the proposed methodology for analyzing strategic potential allows assessing its integral indicator and structure, reserving an increase in this indicator and investigating the size of the strategic gap between its actual and expected levels.
Theoretical provisions and practical recommendations contained in the article will make it possible to use the proposed methodology to investigate the formation and use of strategic potential. They will direct obtaining an objective assessment of the influence of factors that form its general indicator and suggest its level, which will contribute to increasing the efficiency of its use for the planned provision of the enterprise’s development in a strategic perspective.
The practical consequences of this study can form the interests of managers, employees of analytical departments and strategic planning departments of Ukrainian enterprises, which are called upon to function and develop in difficult war conditions, to investigate ways and means of strengthening their positions in the market in the long term.
Originality/value – this study emphasizes the importance of finding new methods for ensuring the strategic development of Ukrainian and foreign enterprises operating in difficult war conditions. Conclusions –strategic potential is the basis for the development and implementation of an enterprise’s strategy. Assessment and development of strategic potential is a stage of strategic management of an enterprise, which makes it possible to develop its strengths and weaknesses and develop effective strategies.
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