MANAGEMENT OF THE STRATEGIC POTENTIAL OF AN ENTERPRISE IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The purpose of the article is to analyze and substantiate approaches to managing the strategic potential of an enterprise in the context of the digital transformation of the economy. The relevance of the topic is due to dynamic changes in the external environment, increased global competition and the need for enterprises to adapt to the digital economy. Strategic potential management in this context is an important tool for ensuring sustainable development, optimizing resources and increasing the competitiveness of the enterprise. The methodological basis of the study is a systematic approach and methods of comparative analysis. The article uses empirical data and results of previous studies to assess the impact of digital technologies on key components of strategic potential: scientific and technical, financial and economic and organizational. It is determined that digital technologies, in particular Big Data, artificial intelligence, the Internet and blockchain, are the basis for transforming business processes and creating new business models. The need to integrate digital tools into the strategic management of the enterprise, which contributes to increasing the efficiency of resource use, is substantiated. Approaches to adapting traditional business models to the conditions of digitalization are proposed, including the transition to flexible organizational structures, the development of digital competencies of personnel and the creation of digital ecosystems. The main challenges of digital transformation, such as cyber threats, limited resources and insufficient level of digital literacy, are identified, and recommendations for overcoming them are developed. The practical value of the article lies in the fact that the developed approaches can be used by enterprises to improve strategic potential management, which will allow them to effectively adapt to changes in the external environment, introduce innovations and ensure sustainable development. The results of the study can also be applied to the formation of national policies on the digitalization of the economy and the development of infrastructure to support domestic business.