THE GROWTH OF THE INNOVATIVE AND INVESTMENT POTENTIAL OF THE ENTERPRISE BASED ON THE PRINCIPLES OF ECONOMIC SUSTAINABILITY MANAGEMENT

The article developed guidelines for analysis, management and quantification of innovation and investment potential based on indicators of sustainable operation, as well as recommendations for choosing effective areas of innovation and investment development of industrial enterprises, including: definition of innovation and investment. The problem of ensuring sustainable innovation and investment development is becoming increasingly important for companies that set themselves the task of successful operation within a market economy. At most enterprises, innovation is based on the materialization of scientific knowledge that leads to the emergence of new designs of machines (products), materials and equipment, as well as new forms of organization and management of production. A system of quantitative indicators for assessing the components of the potential of innovation and investment development of an industrial enterprise has been developed, which differs in the indicators of sustainable operation of an industrial enterprise. The article develops a method of comprehensive assessment of the potential of innovation and investment development of the enterprise, which differs taking into account the impact of the basic components of this potential. Methodical recommendations on the choice of the type of innovation and investment development of an industrial enterprise were proposed, which differ taking into account the achieved level of its innovation and investment potential. Methodical recommendations on the choice of the most acceptable strategy of innovation and investment development of the enterprise based on the assessment of the level of its innovation and investment potential have been developed. A method for assessing the effectiveness of the innovation strategy of the enterprise has been developed, which together with the assessment of the dynamics of change in the potential of innovation and investment development allows to assess the prospects for sustainable innovation and investment development of industrial enterprises. Thus, if the company has a steady trend of growth of innovation and investment potential, we can say with sufficient confidence that its innovation and investment development is promising.