A REGIONAL MACHINE-BUILDING BRANCH POTENTIAL DEVELOPMENT MANAGEMENT

The article contains an authors’ definition specifying the notion of “economic potential” in view of marketing principles and strategic management. The authors specificate element-by-element structure of a branch’s economic potential. Furthermore, the authors give new substance to the concept of “strategic monitoring”. The authors also introduce a model of a branch’s development management based on the approach of strategic monitoring and develop tools of quantitative estimation of economic potential. Within the framework of the model and by means of the authors’ tools the machine-building complex of the Sverdlovsk Region is investigated and the efficiency of realization of its potential is evaluated