STRATEGY FOR DEVELOPING THE ECONOMIC POTENTIAL OF ENTERPRISES IN THE CONTEXT OF ADAPTATION TO THE CONDITIONS OF THE CIRCULAR ECONOMY

Abstract

The article is devoted to defining the theoretical and practical aspects of forming a strategy for developing the economic potential of enterprises in a circular economy. It is proved that modern enterprises operate in the context of growing challenges associated with the need for balanced development, covering economic, environmental and social aspects. It is substantiated that the circular economy is emerging as an alternative management paradigm based on the principles of efficient use of resources, extension of the product life cycle and integration of waste into the repeated production process. It is determined that adaptation to the circular economy affects the formation and implementation of a strategy for developing the economic potential of an enterprise, which involves the introduction of innovations, investment in new technologies, development of partnership networks and involvement of stakeholders in value creation, which contributes to improving economic efficiency, ensuring long-term stability and sustainability in a changing market environment and requires structural changes covering all aspects of their activities. It is noted that a feature of the strategy for developing the economic potential of enterprises in a circular economy is the efficient use of resources through the reuse of materials, recycling and the introduction of resource-saving practices, which allows to reduce costs and reduce dependence on an unstable external environment. It is substantiated that it is advisable to formulate a strategy for developing the economic potential of an enterprise in the context of adaptation to the circular economy by identifying and forming unique resources, their combinations and updated competencies that take into account the new opportunities offered by the circular economy. The study of the development of enterprise potential and market trends in the context of the circular economy creates prerequisites for the ability of the enterprise to make the necessary changes, expanding the range of alternative development strategies. Prospects for further research are related to the development of adaptability and flexibility of enterprise potential in a circular economy.