DEVELOPMENT OF WOMEN’S ENTREPRENEURIAL POTENTIAL IN THE CONDITIONS OF DIGITALIZATION AND EUROPEAN INTEGRATION

Introduction. The development and support of entrepreneurship is an important aspect of the stable and efficient development of a country's economy. It is entrepreneurship that drives innovation, employment growth and significantly strengthens the country's position in foreign markets. With the outbreak of the COVID-19 pandemic and the subsequent full-scale aggression by Russia, entrepreneurship in Ukraine has experienced significant shocks, but continues to operate, create jobs and added value, and pay taxes. Each year, despite stereotypes and obstacles, an increasing proportion of entrepreneurs are women. Purpose. The purpose of the article is to theoretically substantiate the essence of the category “entrepreneurial potential”, to study the trends and opportunities for the realisation of women's entrepreneurial potential, and to determine its role in the processes of digitalisation and European integration. The materials for the study included scientific articles, theses, monographs, reports of domestic and international organisations, Internet resources and other sources on the functioning and development of women's entrepreneurship in Ukraine. Materials and methods. The study used modern scientific methods, including methods of analysis, synthesis and generalisation to substantiate the concept of “entrepreneurial potential”, to reveal the state and problems of women's entrepreneurship in Ukraine, and tabular and graphical methods to present the results. Results. The study found that the category of “entrepreneurial potential” is understood as a certain set of available resources, relevant skills, abilities and capabilities of an entrepreneur. It also found that the issue of women's entrepreneurial potential is not fully understood today, as it was only at the beginning of the twentieth century that the feminist movement began to spread, a more progressive way of thinking became widespread and the public began to perceive women entrepreneurs, and new challenges affect the development of this concept