FEATURES OF MANAGING THE INNOVATIVE POTENTIAL OF ENTERPRISES

The article reveals the features of managing the innovative potential of an enterprise in modern conditions. It has been established that the management of innovative potential is based on the constant exchange of information and managerial influence with the micro- and macroenvironment of the enterprise. It has been revealed that in order to successfully manage their own innovative potential, enterprises must constantly monitor changes in the innovation environment and systematically strive to form and improve their own innovative culture. It has been established that the innovative potential of an enterprise is a set of processes associated with the implementation of innovative activities in the current and strategic periods, requiring the participation of traditional and innovative resources to ensure the innovative path of the enterprise. It has been established that the goal of managing the innovative potential of an enterprise should be formulated as ensuring effective and dynamic innovative development of the enterprise, which is expressed in an increase in the market value of the enterprise in response to changes in the external environment, taking into account changes in the main parameters of innovative potential. The key stages of managing the innovative potential of an enterprise are highlighted. It has been established that the management of the innovative potential of an enterprise is based on and depends on the results of the enterprise's activities. It has been established that the system for managing the innovative potential of an enterprise, taking into account its management functions, corresponds to the classical scheme of management processes — functional subsystems that form a complex and dynamic multi-level potential management system. It has been determined that the mechanisms for managing the innovative potential of an enterprise include dynamic interaction between subsystems and elements through the movement of information flows and communication chains and channels. All this should be taken into account in further research, which should be carried out in the direction of improving the system and tools for diagnosing the innovative potential of an enterprise under conditions of risk and uncertainty.