MANAGEMENT OF THE FINANCIAL POTENTIAL OF THE ENTERPRISE IN CONDITIONS OF RISK

The purpose of the article is to study the features of management of the financial potential of the enterprise in conditions of risk. It is noted that financial potential is an integral component of its sustainability, successful operation and development of any enterprise. It includes not only existing financial resources, but also opportunities for their effective use and growth. This requires the enterprise not only to preserve financial assets, but also to use them optimally in order to maximize profitability and ensure financial stability. Based on the results of the study, it was found that managing financial potential under risk conditions becomes a particularly difficult task due to the instability and uncertainty of the economic business environment. One of the key aspects of managing financial potential in a risk environment is risk analysis and management. Businesses must actively identify, assess and mitigate business risks that may affect their financial strength. This may include developing strategies to reduce risks, diversifying investments, and using financial instruments to reduce the impact of negative factors. In addition, effective management of financial potential in a risk environment involves constant monitoring and analysis of financial indicators in order to promptly respond to changes in the business environment. It is also important not only to ensure effective communication between all departments of the enterprise and the appropriate level of qualifications of personnel from the financial sector, but also to look for innovative solutions to reduce financial risks and improve the efficiency of managing the financial potential of the enterprise under risk conditions. The conclusions indicate that understanding and effective management of financial potential are quite important for the successful functioning of any enterprise in modern conditions, where risks are an integral part of business. In the future, it is recommended to carry out a risk analysis, develop management strategies and determine their impact on the financial stability of the enterprise in order to ensure effective management of the financial potential of the enterprise.