Innovative activity: essence, principles of formation and conditions of maximization

The article considers the mechanism of formation and realization of export potential of economic entities on the basis of flexible coordination of economic and non-economic instruments by means of qualitative improvement of export potential and strengthening of national export policy of subjects of foreign economic activity by intensification of their activity on the world market. The concept of «export potential» is revealed, which is characterized not only by the absolute volume of exports, but also by reserves of material, technical, commodity, intellectual, labor and other resources that can be used to carry out foreign economic transactions under certain conditions. It should be noted that the export potential can be considered as a set of tools, capabilities, sources, resources that can be mobilized, used and used to solve a specific task and achieve strategic goals of the entity. In this case, the export potential acts as a system, the elements of which are subordinated to the performance of a specific function, there are also approaches to the formation of the export potential of the enterprise. Export potential determines not only the availability of the above resources, but also the level of their effective use to form a sustainable competitive advantage and achieve strategic goals in foreign markets. In particular, to determine the components of the technical potential of the enterprise and management and marketing potential, as well as export potential for a specific time in accordance with the degree of its use. For companies, the goal is to maximize export potential, so the article addresses issues such as the ability to produce relevant products, identify many markets and their needs, create an effective system of product promotion and marketing in a particular market. It should be noted that for most domestic enterprises the task of increasing export potential is formed in a simplified version, namely – to produce competitive products, sell them at competitive prices in certain markets