THEORETICAL APPROACHES TO THE DEFINITION OF THE CATEGORY “EXPORT POTENTIAL OF AN ENTERPRISE” IN THE CONTEXT OF FORMING REGIONAL MODELS OF FEA

Abstract

In modern conditions, despite the recognized large impact of the export potential on the efficiency of enterprises , the scientific community is still discussing the content of this economic category, approaches to managing the export potential , its formation and development. In the article, the author has applied methods of comparison and generalization of the existing approaches to define the export potential ; he has also given its detailed classification . As a result of the study , the author has formulated a comprehensive definition of the export potential of an enterprise, based on a development-oriented approach, indicating the place of the export potential in the cumulative potential of the enterprise. Regarding the types of the enterprise export potential , the author has proposed to distinguish the actually realized and unrealized export potential (i.e. reserves ). Identifying and analyzing the reserves for increasing export capacity will enable enterprises to reduce the risks associated with the promotion of products to foreign markets and increase the profitability of export activities at a minimal cost of resources.

Keywords

• export potential, economic potential, the structure of the cumulative potential of an enterprise, reserves of export activity, matrix approach