METHODOLOGICAL APPROACHES TO ASSESSING THE EFFICIENCY OF THE DEVELOPMENT OF THE ECONOMIC POTENTIAL OF SMALL BUSINESS ENTERPRISES AND ITS DIGITAL TRANSFORMATION

Abstract

The article explores the issues of analyzing methodological approaches to assessing the effectiveness of the development of the economic potential of small businesses, which is important for ensuring employment and a stable economy. It is noted that despite the growth of small businesses, they face insolvency risks and limited resources for qualitative assessment. The relevance of integrated methods, such as SWOT analysis and a balanced scorecard system, and automation of data collection to increase the veracity of information are substantiated. It is determined that small businesses adapt to digital transformation using modern tools, including big data and artificial intelligence. The study emphasizes the lack of a universal concept of assessing the effectiveness of the development of economic potential, which requires the development of methods that take into account the diversity of small businesses. In the context of digital transformation, it is recommended to use indicators of return on investment and operational efficiency and take into account obstacles such as resource limitations. A comprehensive approach to assessing the effectiveness of the development of economic potential will allow small businesses to identify opportunities for sustainable growth. The article emphasizes that digitalization in trade, production and other industries contributes to improving business processes and expanding the customer base. Examples of successful global companies demonstrate how digital technologies stimulate innovation. Defining KPIs and using quantitative data play a key role in optimizing small business development strategies. At the same time, the new trend of implementing digital tools in Ukraine helps small businesses increase the efficiency of developing economic potential, optimize management and improve competitiveness, despite risks.