ASSESSING THE INNOVATIVE POTENTIAL OF AN ENTERPRISE UNDER RISK CONDITIONS

Permanent changes in the technological business environment and competition in the market create a constant need and importance for businesses to find and implement innovative solutions. Under such circumstances and in conditions of risk, the correct assessment of innovative potential becomes a strategic necessity for enterprises. In this regard, the purpose of the article is to explore the main aspects and features of assessing the innovative potential of an enterprise under risk conditions. Such analysis helps ensure a balance between business risks and opportunities, ensuring the stability and resilience of the enterprise in the face of change and risk. It has been established that in the context of assessing the innovative potential of an enterprise, the key is a systematic, integrated approach and analysis of internal variables and various factors influencing the external business environment of the enterprise. It is noted that ensuring the sustainability and success of an enterprise in a dynamic business environment under risk conditions requires effective innovation risk management. It has been determined that the basis and process of analysis and assessment of the innovative potential of an enterprise under risk conditions are the following aspects and features, namely: the concept of innovative potential; risks in innovation activities; methods for assessing innovation potential; strategic innovation management; factors of the internal environment of the enterprise; interaction of the enterprise with the external environment; risk management in innovation; monitoring and updating the strategy. It is also important to consider the flexibility and adaptability of innovation management strategies, since rapid technological change can create new risks and opportunities in the enterprise. In addition, interaction with key stakeholders such as customers, partners and competitors plays an important role in shaping a successful enterprise innovation strategy in the face of uncertainty and risk. The prospect for further research is to improve methods for assessing the innovative potential of enterprises and develop a risk management strategy in a competitive business environment, taking into account the main aspects and features of assessing the innovative potential of an enterprise under risk conditions.