INTEGRAL POTENTIAL OF THE REGION: STRUCTURAL MODEL IN AN UNSTABLE BUSINESS ENVIRONMENT

In the context of the growing turbulence of global economic relations and the digital transformation of the business environment, traditional methods for assessing the region’s potential need to be clarified. Existing approaches to the region’s potential, focusing mainly on internal characteristics and resources, do not take into account its integration opportunities and properties, as well as the dynamics and role of the external environment in socio-economic development. A certain methodological discrepancy has developed between the assessment of the local potential of the region and the increasingly significant integrating role within the region and in its external environment. The article proposes a solution to this problem on the basis of the introduction of a structural model of the integral (unifying, holistic) potential of the region, which includes internal and external factors of sustainable development. The purpose of the work is to create a theoretical basis for an integrated approach to the content of the integral potential of the region, taking into account it, which allows quantifying its components and their contribution to competitive advantages. In the course of the research, the following tasks are solved: systematization of the existing concepts of the region’s potential, clarification of the content and structure of the IDP as a system of interrelated internal and external elements, determination of the stages of empirical verification of the model. The main hypothesis of the study suggests that the integral potential of the region is a nonlinear function of the synergetic interaction of two key components: internal potential (production, innovation, personnel, etc.) and external potential, including partner potential (partner networks, customer base, etc.) and the potential of external environment conditions (institutional, market, technological factors, etc.). The results obtained open up new directions for research in the field of strategic management, in particular, the study of the impact of digital transformation on the structure of potential and the development of its predictive models.