TIME DESCRIPTION OF ECONOMIC REFORMS

In today's turbulent economy, the basis for sustainable development of the enterprise is the effective use of its financial potential, which can ensure the continuity of the production process, timely fulfillment of financial obligations and dynamic development of the business entity by financing investment activities. Therefore, the problem of the enterprise financial potential estimation is relevant. The purpose of the article is to generalize and systematize the concept of "financial potential", analysis of existing methods of its estimation, the advantages and disadvantages identification, the possibility of application in practice. The object of research is the industrial enterprises financial potential and methods of its estimation. Methods used in the study: methods of scientific knowledge, namely analysis and synthesis, induction, measurement, observation, formalization, logical-analytical techniques, as well as the methodological apparatus of financial analysis and mathematical statistics. The main hypothesis of the study is the assumption that the diagnosis of the enterprises financial potential should be based on methods whose use will allow to correctly and unambiguously interpret their results, avoid bias and other shortcomings that reduce the quality of the enterprises financial potential estimation. Presenting main material. The study found that the enterprise financial potential is one of the most important characteristics of its financial condition, associated with the level of attractiveness to creditors and investors and is characterized by available financial opportunities. The concept of "enterprise financial potential" has systematized. The analysis of existing estimation methods of the industrial enterprise financial potential had carried out. The prerequisites for their practical implementation has identified, namely: taking into account the specifics of the industry, the level of financial potential, taking into account trends and dynamics of economic development. Has proved that the analysis of the enterprise financial potential is a key tool in determining the directions of expansion of industrial production. The originality and practical significance of the study lies in the fact that the results of the methodological basis analysis has classified methods for assessing the industrial enterprises financial capabilities, has identified their main advantages and disadvantages, the possibility of use. Conclusions and prospects for further research: the necessity of formation an individual complex vector of the enterprise financial potential research in the context of global socio-economic challenges in accordance with the methodological tools, the determinants of which should be economic and mathematical methods, has substantiated

financial potential, financial condition, financial stability, financial resources, evaluation methods, solvency, industrial enterprise

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