DEVELOPMENT STRATEGIES AND ASSESSMENT OF THE ECONOMIC POTENTIAL OF INDUSTRIAL ENTERPRISES IN THE CONDITIONS OF THE CREATIVE ECONOMY

Abstract

The article presents a comprehensive study of the theoretical and methodological foundations for developing an effective strategy to enhance the economic potential of industrial enterprises in the context of the transition to a creative economy. Particular attention is paid to the transformational challenges faced by the industrial sector amid global changes, digitalization, and the growing importance of intellectual resources. It is emphasized that under modern conditions, the main drivers of development are not only material and financial assets but also intangible ones – specifically intellectual, creative, and cultural-communicative resources, which shape the competitiveness and dynamism of enterprises. A systematic analysis of the conceptual framework is conducted, with the content of the categories "economic potential" and "creative potential" clarified, and their interrelation in modern development strategies identified. The key role of creative capital is substantiated as a factor in ensuring sustainable economic growth, stimulating innovation, and increasing the adaptability of enterprises to environmental changes. As part of the study, the authors propose a multifactor methodology for assessing the economic potential of an industrial enterprise, which involves a comprehensive approach to analyzing its structural components. A structurally logical sequence of evaluation stages – from preliminary diagnostics to strategy implementation monitoring – is substantiated. Special attention is given to the role of intangible assets, particularly brand value, innovation culture, partnership dynamics, and digital openness. The outcome of the study is a conceptual model for integrated assessment of the economic potential of an industrial enterprise, adapted to the conditions of strategic management in a creative environment. The article also identifies key strategic directions for development, such as innovation renewal, cluster interaction, digital transformation, and brand-oriented growth. The proposed approaches can be used as tools for strategic analysis, forecasting, and decision-making by enterprises seeking to adapt to the challenges of the modern creative economy.