THE EFFECTIVENESS OF USING STRATEGIC MANAGEMENT MECHANISMS IN ENHANCING THE EXPORT POTENTIAL OF ENTERPRISES

The reconfiguration of global value chains, intensifying competition in international markets, rapidly changing consumer demand, instability in logistics routes, and the increasing complexity of foreign trade procedures in the global economy require a reconsideration of traditional management approaches to enterprises’ export activities. Under such conditions, an enterprise’s export potential is no longer limited merely to its ability to sell manufactured products in foreign markets. Rather, it is evolving into a complex economic and managerial category that integrates the ability to allocate production and financial resources towards foreign market objectives, identify market opportunities in a timely manner, evaluate alternative strategic decisions, adapt to international competitive conditions, and ensure the long-term economic effectiveness of export operations. From this perspective, enhancing enterprises’ export potential requires a transition from mechanically increasing export volumes towards the effective utilization of export opportunities based on strategic management principles.