ON THE ISSUE OF THE MODERN PARADIGM OF THE MARKET STABILITY OF AN ENTERPRISE

Under the modern crisis and intensification of global competition today, the main indicator of efficient activity of an economy subject is the company's ability to meet the needs and requirements of consumers, i.e., its "marketing orientation". The question is still open, how and to what extent the market dynamics can influence the financial stability of an enterprise and change it. Basing on the abstract-logic and comparative-analytical methods, the theoretical approaches to the content of the notion "market stability" were analyzed; the concept of "market sensitivity" of an enterprise was formulated; the dominating role of "marketing orientation" for determining enterprise's performance results was revealed. The author proposes criteria of conceptual approach to estimating the market mobility of an enterprise. The existing approach to the content characteristics of the "market stability" notion is broadened; the company's ability for transformation is viewed as one of the main conditions of the market stability of an enterprise; the necessity is proved to elaborate new approaches to combining and uniting the existing analytical models for estimating the enterprise's market stability; categories of the market indicators of market stability are formulated and systematized into groups.