The Theoretical Approaches to Adaptive and Innovative Development of the Economic Potential of Enterprises in the Conditions of the Digital Economy

The article examines the theoretical foundations and scientific-methodical approaches to the adaptive-innovative development of a company's economic potential in the context of the digital economy. The study analyzes modern scientific interpretations of the concept of “economic potential of the enterprise” from the perspectives of systemic, resource-based, and competence-based approaches, which made it possible to define it as a dynamic, integrated, and adaptive system capable of changing under the influence of external and internal factors. It is emphasized that the key role in ensuring the efficiency of this system is played by the combination of digital technologies, innovative resource management methods, strategic planning, and the development of human and intellectual capital. The concepts of dynamic capabilities, innovation systems, strategic growth, and change management are systematized, and their significance for enhancing innovation activity, flexibility, and competitiveness of enterprises in the digital environment is revealed. It is shown that adaptive-innovative development is based on the synergy of internal and external factors, the integration of modern technologies, the formation of partnership networks, and the use of knowledge management tools. Attention is drawn to the importance of sustainable development and corporate social responsibility as integral components of the company’s long-term business resilience. An original algorithm for studying adaptive-innovative potential is proposed, which ensures the identification of key influencing factors, the evaluation of strategy effectiveness, and the formulation of recommendations to strengthen competitive advantages and achieve strategic goals in the conditions of dynamic transformations of the economic environment. The need to implement a network approach that focuses on creating partnerships and business ecosystems that enable companies to adapt to global challenges has been proven. Interaction with customers, suppliers, government and scientific institutions allows companies to expand their capabilities and create new competitive advantages. It also strengthens the role of human capital as the main strategic resource of an enterprise. Sustainable development and corporate social responsibility make a significant contribution to the development of companies' adaptive potential.