Управління потенціалом підприємства в системі сучасного менеджменту: організаційні, кадрові та комунікативні аспекти

Abstract

The article examines the management of enterprise potential in the context of modern management, with a focus on human resource and communication aspects. The essence of enterprise potential is revealed as a set of resources, capabilities, competencies, and abilities that enable an enterprise to achieve its strategic objectives, and the main approaches to its interpretation are generalized. It is emphasized that human potential is a key component of the overall enterprise potential, as employees act as carriers of knowledge, professional skills, and innovative ideas. It is substantiated that a well-developed communication potential contributes to improving the quality of managerial decision-making, enhancing coordination among structural units, and strengthening trust on the part of clients and partners. The article argues that effective human resource management is transforming into a strategic management function aimed at developing human capital and increasing employee motivation and engagement. It is determined that communication potential encompasses the level of development of the communication system, employees’ communication competencies, corporate culture, and tools for interaction with stakeholders. The significance of behavioral factors (organizational culture, leadership style, and employee engagement) in realizing enterprise potential is characterized. Special attention is paid to the impact of managerial digitalization on the assessment and development of enterprise potential, in particular through the use of digital HR tools and analytics. The role of the organization of managerial work as an instrument for transforming the individual potential of employees into the aggregate enterprise potential is substantiated. The article also presents a generalization of foreign experience (the EU, the USA, Japan, South Korea, and Scandinavian countries), which confirms the importance of strategic human resource management, the development of managerial competencies, the use of KPIs, and flexible models of work organization. In order to systematize approaches to enterprise potential management and to deepen the role of human resource and communication factors within the modern management system, the article proposes an original integrated model of enterprise potential management based on a human resource-communication approach.