Özet:

The dependence of forming, using and developing the economic potential of the enterprise on macro-environmental factors is studied. The appropriateness of assessing the favorability level of external environment, especially in dynamic market conditions is substantiated. The necessity to consider external factors when assessing the economic potential of the enterprise is proved, which will allow to determine “macro” causes of underuse of actual potential and untimely involvement of promising resources and development opportunities. A set of assessment indicators, which are grouped into five components: innovation, investment, personnel, financial and market factors is given. Herewith, the impact of each on the economic potential of the economic entity is described. Calculation of the overall favorability indicator of the external environment using the index method based on taxonomic assessment of its individual elements is proposed. Numerical and graphical results of the macro-environment evaluation for the period from 2002 to 2012 are presented, the analysis of the calculated indices is carried out. The results obtained will allow to more accurately determine the causes of underuse of the economic potential of the enterprise and form the general development directions of the economic entity in the future. Author Biographies Ольга Іванівна Маслак, Kremenchuk Mykhailo Ostrohradskiy National University Pushkin boulevard, 3, Aud. 5409, Kremenchug, Ukraine, 39600 Doctor of economics, professor, head of the department of economics

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