Components of the Enterprise's Competitiveness Potential

The purpose of the article is to analyze the essence and constituents of the enterprise's competitiveness potential and to substantiate the feasibility of including its competences into the components of the competitiveness potential of the enterprise. Examining the competences of the company as part of its competitiveness potential, allows to better understand this complex phenomenon and identify its main feature, which manifests itself in the synergistic effect caused by the internal interaction of potential elements. It was discovered that the realities of globalization predetermine the development of not so much a competitive struggle as co-operation as the basis for the existence, development and prosperity of business. At the same time, the most effective organization of cooperation between competitors is the mutual complementation of competences involved in business processes. It is emphasized that today it is especially important to learn how to manage the competences to get optimal configuration within the framework of created coalitions, partnerships, alliances. It is proved that development of competences of the enterprise is expedient to carry out the means of internal marketing, as carriers of key competences of the enterprise individually or collectively are its employees.