RESOURCE POTENTIAL MANAGEMENT OF AN ENTERPRISE IN THE PROCESS OF IMPLEMENTING DIGITAL TECHNOLOGIES

Abstract

The article examines the theoretical and applied aspects of enterprise resource potential management in the context of implementing digital technologies. The relevance of the research topic is driven by the intensification of economic digital transformation processes, increasing competitive pressure, the acceleration of technological change, and the need to develop new approaches to enterprise resource management. It has been established that under modern conditions, the resource potential of an enterprise extends beyond the traditional understanding of a combination of material, financial, and labor resources, transforming into a multidimensional system that includes digital infrastructure, information assets, analytical systems, software, and intellectual capital. The study identifies the key features of enterprise resource potential transformation under the influence of digitalization processes. It is substantiated that the implementation of digital technologies changes the structure of the resource base, business process management mechanisms, approaches to managerial decision-making, and the principles of strategic planning. It has been proven that an increase in the level of digital maturity of an enterprise directly affects the efficiency of resource utilization, contributes to the optimization of operating costs, accelerates information processing, and increases labor productivity. The main internal and external factors determining the effectiveness of resource potential management in a digital environment have been identified. Internal factors include the level of employees’ digital competencies, the enterprise’s financial capacity, the state of technological infrastructure, organizational culture, and readiness for change. External factors include the intensity of the competitive environment, the pace of digital technology development, institutional regulation, and the availability of digital services. Based on the research findings, conceptual directions for improving the enterprise resource potential management system have been proposed.