EVALUATING THE ENTERPRISE’S POTENTIAL IN CONDITIONS OF RISK AND UNCERTAINTY

Abstract: The article discusses the scientific issue of insufficient consideration of environmental uncertainty in the methods for evaluating the enterprise’s potential. The study is aimed to analyze the impact of the factor of external environmental uncertainty on the enterprise’s potential and to generate indicators for evaluating the enterprise’s potential in conditions of risk and uncertainty. The conducted analysis has shown that uncertainty of external environment does not affect the enterprise’s potential, but reduces the likelihood of its materialization. Aiming to consider the environmental uncertainty factor when evaluating possibilities of materialization of the enterprise’s potential, a set of indicators for potential results of enterprise’s activity has been proposed. The proposed set of indicators provides evaluation of possibilities for the enterprise’s potential fulfillment in the conditions of risk and uncertainty by means of calculating and mutual comparison of maximum and minimum values, expected and guaranteed returns, expected and guaranteed level of materialization of the enterprise’s potentia