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The textbook describes the general theoretical and practical foundations of the formation, use and evaluation of enterprise potential. Particular attention is paid to the formation of enterprise potential, general economic approaches to its evaluation, the problems of determining the value of individual components of the economic potential of an enterprise operating in a market with inherent risk and uncertainty are considered. The textbook is intended for students of all forms of study of economic specialities. It can be useful in the practical activities of management at all levels, persons responsible for making complex management decisions aimed at ensuring the effective operation of modern enterprises in Ukraine.