EVALUATION OF THE EFFECTIVENESS OF MANAGING THE POTENTIAL OF E-BUSINESS ENTERPRISES

Enterprise potential management is an important indicator of the successful activity of the enterprise in the market and gaining competitive advantages over potential competitors. Preserving and increasing the level of enterprise potential should be carried out on the basis of scientific substantiation when using the method of assessing this level. Conducting an effective assessment of e-business enterprise potential management requires a more detailed and objective definition of criteria and management methods. The effectiveness of management decisions is influenced by a number of principles, namely: economic feasibility, informativeness, prospects. It is substantiated that the economic efficiency of managing the potential of an e-business enterprise should be assessed by comparing the indicators of financial and economic activity and the costs associated with the introduction of innovative management solutions. It is proved that the set of methods for assessing the economic potential of an enterprise is divided into two groups: express diagnostics and fundamental diagnostics. More and more managers of e-business enterprises use the method of comparing integral indicators, which is able to reflect the stability of the enterprise under external and internal changes.