ENTERPRISE ECONOMICS UNDER SUSTAINABLE DEVELOPMENT CONDITIONS: ASSESSMENT OF POTENTIAL AND COMPETITIVENESS FACTORS

Abstract

The article examines the theoretical and applied foundations of enterprise economics under the conditions of sustainable development, with a focus on assessing enterprise potential and identifying the key factors of competitiveness. The relevance of the topic is determined by the need for enterprises to adapt to contemporary transformations of the economic environment, the growing influence of global economic challenges, environmental constraints, corporate social responsibility, and the increasing role of innovation in ensuring long-term sustainability. It is substantiated that, under conditions of sustainable development, enterprise economics should be viewed not only as a system of efficient resource utilization and achievement of financial results, but also as a mechanism for ensuring a balanced combination of economic, social, and environmental goals. The essence of enterprise potential is specified as an integral characteristic of its resource, production, human, innovation, investment, organizational-managerial, and marketing capabilities that create the prerequisites for stable development and the strengthening of market positions. It is determined that potential assessment is an important prerequisite for shaping an effective enterprise development strategy, as it makes it possible to identify strengths, internal reserves, limitations, and directions for improving performance. Particular attention is paid to substantiating the influence of internal and external factors on the level of enterprise competitiveness. The key factors include management efficiency, the level of technological renewal, innovation activity, the quality of products or services, organizational flexibility, human potential, investment attractiveness, adaptability, as well as the impact of the market environment, competitive pressure, and regulatory changes. It is proved that enterprise competitiveness under conditions of sustainable development is determined not only by economic indicators, but also by the ability of a business entity to implement the principles of resource conservation, environmentalization, social orientation, and strategic management. It is concluded that a comprehensive assessment of enterprise potential and systematic consideration of competitiveness factors contribute to enhancing its sustainability, adaptability, innovativeness, and the formation of long-term competitive advantages in modern business conditions.