COMPETATIVE POTENTIAL OF AN ENTERPRISE AS AN INTEGRATED OBJECT OF ECONOMIC MANAGEMENT IN THE RECOURSE PLANE

Abstract

The article reflects the author's vision of the background for the formation of competitive potential on the basis of the main provisions of the enterprise economic management concept, which will allow coordinating, agreeing and harmonizing the management objectives for ensuring long-term sustainable functioning (viability) of the enterprise in a competitive environment. The expediency of competitive potential researching from the economic management point of view in the three-dimensional plane is substantiated: resourceful, efficient and integrated. It is proved that the resource plane of competitive potential is the key to the system of economic management of the enterprise, as the basis of competitive potential is the economic resources and competence of the enterprise, which are the initial conditions of its activity, on the basis of which the enterprise creates competitive advantages. It is established that the competitive potential of the enterprise through the prism of the resource concept reflects the unique resources and key competencies that are the basis of the sustainable competitive advantages formation of the enterprise in the market environment. The functional load of the competitive potential in the resource plane of an enterprise economic management is described. The notion of resources and competences is distinguished by the means of their creation and development, and the relationship between them is determined. The main characteristics of the resources and skills based on the characteristics of competitive advantage are considered. The main ways of the resources management to form persistent advantages and  provide high consumer value are determined. The author's definition of the competitive potential of the enterprise in the resource plane of the economic management of the enterprise and the goal of its forming is given.