ANALYSIS OF THE INNOVATIVE POTENTIAL OF A COMMUNICATION ENTERPRISE IN THE SYSTEM FOR EVALUATING ITS COMPETITIVENESS

The object of the research is the process of determining the level of enterprise competitiveness. It is shown that the existing methods for assessing the level of enterprise competitiveness use different criteria. It has been determined that among these methods the most suitable in modern conditions is the method based on the use of indicators of its competitive potential as criteria for the competitiveness of an enterprise. The main attention is paid to the possibility of using innovative potential as one of the criteria of competitiveness. The paper considered approaches to determining the composition of indicators, with the help of which the level of innovative potential of a communications enterprise, its assessment, and its application in the process of a generalized assessment of the level of enterprise competitiveness are determined. In the course of the research, the following scientific methods were used, such as a methodological analysis of scientific literature, a comparative, abstract-logical and systemic method. The analysis of existing approaches to assessing the innovative potential of an enterprise has shown that this problem remains unsolved. The reason for the uncertainty is, first of all, the fact that scientists put different meanings into this concept, distinguish different components of the innovative potential. As a result of the study, three requirements were stated — the minimum number of indicators, the availability of information and the avoidance of the influence of other potentials — which should become fundamental in identifying indicators for analyzing the innovative potential and using it in assessing the competitiveness of an enterprise. The studies performed will contribute to a more effective use of the method for assessing the competitiveness of an enterprise based on the use of its competitive potential, and to increase the efficiency of management decisions made on the basis of this assessment.