Integral approach to determining the economic potential of a commercial enterprise as a category

Following the analysis of modern economic literature, the article identifies five main approaches to determining the economic potential of an enterprise - the resource, resource capabilities, result, target and strategic, and identifies their advantages and disadvantages. On the basis of using the integral approach, the author suggests own definition of the economic potential of a trading enterprise as a set of available resources and capabilities of the internal environment, as well as the capabilities of environmental factors used to achieve the desired results and strategic goals aimed at long-term development.