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Economic processes taking place in Ukraine in recent years are causing significant changes in the economic conditions of domestic industry. Globalization of competition, increasing consumer demands for product quality highlight the need to create a certain benefit (value) for consumers, owners and other stakeholders. The main mechanism for the formation of such values is the potential of the enterprise. It will determine the uniqueness of the company's offer, its ability to retain stakeholders and create conditions for development. Today there is also a problem of complex analysis of elements of the communication system of the enterprise, clarification of communication and content of elements of organizational communications, due to the development of methods of analysis of communication networks, the introduction of new elements in the communication system (for example, communication climate, communication skills). Communication in general, as well as the structure and content of the communicative capabilities of the enterprise. The article considers the theoretical foundations of the communication system in the structure of the strategic potential of the enterprise, compares the essence of the concept of the communication system based on the studied works of domestic and foreign scientists. The definition of the communication system of a modern enterprise is specified taking into account the content of communicative abilities. A detailed definition of the latter can be formulated as what «a company can do» in the presence of a certain resource base, «Pool of resources», the use of which is organized within the administrative system. The formation of enterprise capabilities requires the solution of tasks: identification of causal links between resources and opportunities; analysis of the development of complex multi-element resources required by the organization; compatibility research, resource sequence. Focusing exclusively on production tasks to maximize production volumes can lead to serious problems: aging of manufactured products, deterioration of customer service, and so on. Therefore, the approach to the consideration of strategic industrial potential from the standpoint of realization of its production potential will be correct, but also takes into account other components, resources and opportunities. |
