INNOVATIVE APPROACHES AND MANAGEMENT TOOLS RESOURCEIMAGE POTENTIAL CONSTUCTION COMPANIES

The main aim of the article is scientific substantiation of the theoretical, methodological and applied aspects of the formation of patterns of resource and image potential and identify areas of support of innovative development of the organizations of the construction industry. The study is the development of innovative processes in the company on the basis of the control object is defined as a resource and image potential. Methodological foundations of the research is a systematic approach to the analysis of economic phenomena and processes, the basic provisions of the theory of innovation. This article examines the place and role of the potential in the analysis of economic phenomena, its understanding as an important indicator of economic development of a specific organization. The greatest advantage of resource-image approach is the ability to evaluate resources using a common structural element factors that simplifies the definition of capacity in practice. In identifying potential points to a set of subsystems, characterizing different aspects of the enterprise. The analysis indicates the absence of a single structure, the uncertainty in its components, their ratios and proportions: functional, define the functional activity; organizational determining the way to manage this activity; resource describing the resources required for the activities and achieve certain competitive advantages , is formed with a sector-specific. The author formalized resource, physical energy, efficient and integrated system concept based on the study of the control object and the evolution of the concept of "potential". Model development resource and image potential is based on determining the initial level of the existing potential of the enterprise, processes of formation and implementation of resources. It is proved that the modeling of capacity development it is useful to consider the resource base development, because the resource is the primary source of capacity building and effective governance allows them to get opportunities for innovative development. Developed structural-logical scheme will allow managers of construction companies to assess the degree of involvement of the enterprise to the innovation process, to determine the conformity of the components of the potential of the company's strategic objectives and will help to justify the appropriateness of management decisions on its innovative development.