MANAGEMENT OF THE TRADE ENTERPRISE'S POTENTIAL IN THE INTERNATIONAL COOPERATION

The essence, the content and the main components of the process of the trade enterprise's potential management in the international cooperation are researched in the article. The theoretical and the practical implementation of the current process is considered. The main directions for improving the procedure of the trade enterprise's potential management are determined. Proposed scheme of the trade enterprise's potential managing in the international cooperation is based on the integrated potential's wholeness and includes the process-system approach that allows forming an effective mechanism of the potential's management and contributes to the transformation of the potential opportunities into its benefits.