STRATEGY OF SUSTAINABLE DEVELOPMENT OF THE ENTITY OF ECONOMIC ACTIVITY BASED ON THE EFFECTIVE USE OF RESOURCE AND MANAGEMENT POTENTIAL
Authors: Maslennikov Y. I. , Dobrova T. Н. , Kirtokа R. G. 
Published: March 2024

The directions of the strategy of sustainable development of the subject of economic activity based on the effective use of resource and management potential have been studied. It is substantiated that the strategic concept of sustainable development of the development of the subject of economic activity is implemented in practice with the help of an effective selection of goals and means of their achievement, a set of rules of conduct in the markets of production factors, partners and ways of optimizing resource consumption, as well as the selection of a competitive advantage in the country and on world market. The basic principles of forming a strategy for the sustainable development of an economic entity based on the effective use of resource and management potential are proposed. The proposed conceptual basis of the resource and management potential of the development of the business entity, which creates certain prerequisites for achieving the appropriate level and set of costs associated with the implementation of the business entity's goals and objectives. The application of the market and resource approach in the formation of the strategy of sustainable development of the subject of economic activity is proposed. The conceptual basis of the model of the process of strategic analysis and planning of the activity of the subject of economic activity in the conditions of global challenges has been developed. It is proven that the integration of resource and market approaches allows to improve the analysis of the actual strategic position of the entity of economic activity and ensures decision-making regarding excess capacity based on a broader information base.
An effective tool for ensuring the sustainable development of a business entity is a systematic methodology for analyzing its resource and management potential, which allows to ensure its compliance with the strategic goals of the business entity and the methods of their achievement. In the conditions of global challenges, the resource-market approach to a greater extent ensures the compliance of the economic entity with the parameters of the market environment. The assessment of the state of the economic potential of most business entities visualized that the main threats to the opportunities of business entities are the physical and moral aging of non-current assets, insufficient investment in fixed capital; deterioration of the financial condition of economic entities; destruction of economic relations and military aggression.
The strategic direction of sustainable development of the country should be considered the scientific and technical rearmament of industry based on the restoration of the production potential of enterprises using, first of all, domestic innovative technologies. The main principles of functioning and post-war development of economic potential are: preservation and development of high scientific and technical potential; expansion of investment potential, primarily through the use of internal sources; structural changes in the national economy; development of intellectual potential and digitization of economic processes.