NEW APPROACHES TO THE ASSESSMENT OF INNOVATIVE POTENTIAL OF THE ENTERPRISE

Abstract

Modern conditions require prompt response to rapidly changing market conditions, the ability to develop and introduce new management techniques and technologies. In this situation, it is necessary to develop the best approach to identifying and assessing opportunities for the development of innovative potential of the company, as it is a basic condition for the successful development of the organization. The purpose of the paper is to develop the indicators to assess the innovative potential of the organization. The author suggests determining the innovative capacity of the organization based on the index, coefficient, comparative methods, the complex and system analysis, considering it in the context of technological, marketing, organizational and investment potential. The paper proposed to analyze the technological potential of the organization with the innovative capabilities of fixed assets, intangible assets and resources, introduction of new technologies and environmental safety operation of the enterprise. In assessing the marketing potential it is recommended to analyze consumer demand and competitiveness. Established indicators characterizing the institutional potential of the enterprise are the optimal and dynamic organizational structure, including information, research and promotional units, collective susceptibility to innovation and introduction of new technologies. Among the indicators of investment potential, sources of funding for the company, its financial stability, business activity and solvency should be taken into account. The defined indicators provide an opportunity not only to establish the innovation potential of the organization, but also to timely regulate its activities through the introduction of the most promising innovations.