RESOURCE-TECHNOLOGICAL COMPONENT OF INCREASING THE MARKET POTENTIAL OF INDUSTRIAL ENTERPRISES

Abstract

The purpose of the article is to determine scientific and methodological approaches to increasing the market potential of an industrial enterprise through technological renewal of its production system. The starting point of the study was the thesis that it is advisable to consider the market potential of an enterprise as its ability to realize competitive advantages for creating value propositions in the market, relying on its own and other affordable resources that can be involved in the design and implementation of business processes. The emphasis is on the fact that for manufacturing enterprises, competitive advantages depend on the extent to which the technologies used in production can, on the one hand, improve resource utilization processes, and on the other hand, ensure better quality of those goods (services, works) that will be offered for sale. To do this, it is necessary to timely update the technological component of production processes, combining existing and new elements of production systems in such a way as to maximize their ability to create a competitive product in those areas of economic activity where the enterprise functions as a market entity. The article describes the current trends in technological renewal of industrial enterprises in Ukraine and notes the problems of financial support of these processes caused by the war. Recommendations are formulated for integrating the efforts of enterprises – participants in technological chains, to implement interconnected technological changes on fundamentally new principles of resource use and their processing into finished products. They are based on the coordination of resource-technological, marketing and organizational-economic decisions, which should be made within the framework of partnership. The process of such coordination for enterprises producing technically complex products with the allocation of functional marketing tasks in it is algorithmized. The proposed approach makes it possible to achieve the effect of resource and technological synergy, increasing the market potential of all participants in the technological partnership on the basis of coordinated technological changes and marketing decisions. The organizational and economic conditions under which such a partnership in the processes of creating consumer value becomes impractical from the point of view of the owner of the key technology are also identified.