MANAGEMENT THE FINANCIAL POTENTIAL OF ORGANIZATIONS THROUGH THE PRISM OF EFFECTIVENESS

The relevance of the research is determined by the significance of the processes of formation and growth of financial potential in modern organizations, which are driven by their implementation through systematic measures aimed at creating, accumulating, and increasing financial resources to ensure stable development, competitiveness, and the achievement of strategic goals. The article aims to specify the features of financial potential management in organizations, with a focus on the effective processes of its formation and growth. The research findings prove that the combination of well-known features of financial potential management in organizations should be sufficient for organizing a systematic analysis of the processes of its formation and growth, focusing on their overall effectiveness in terms of identifying the state (through the content of static and dynamic visualizations of the balance), possible scenarios of changes, and important areas for adjusting the overall variability.