Abstract
<jats:p>The article examines the problems and opportunities for developing the market potential of entrepreneurial structures under the conditions of profound transformation of Ukraine’s economy caused by wartime challenges. It substantiates that the growth of market potential is directly linked to enhancing enterprise competitiveness, which is formed through the implementation of innovations, renewal of the product portfolio, and improvement of business processes. The differences in the formation of innovation portfolios aimed at developing the market potential of large and small enterprises are identified according to such criteria as the level of acceptable risk, strategic planning horizon, resource availability, scale of innovation projects, sources of innovation, focus of market potential development, approaches to innovation financing, and digitalization of innovation selection processes. It is stated that for small and medium-sized enterprises (SMEs), despite their relative flexibility and ability to quickly adapt to changes in demand, the implementation of an innovation-driven development model is complicated by limited resources and insufficient access to finance, technologies, and sales markets. The expediency of integrating SMEs into cluster and network-based entrepreneurial structures as a mechanism for compensating resource constraints and enhancing innovation capacity is substantiated. The advantages of integration are systematized, including resource accumulation, acceleration of innovation commercialization, expansion of access to domestic and foreign markets, and increased resilience to risks. At the same time, its limitations are identified, related to the complication of management mechanisms, increased administrative costs, partial loss of autonomy, and difficulties in coordinating interrelated innovation projects within decentralized structures. It is proven that increasing the efficiency of integration processes is possible through the active implementation of digital management tools and modern marketing mechanisms. Digitalization ensures transparency of information flows, consistency in resource allocation, and control over the implementation of innovation initiatives, while marketing aligns joint activities with real market needs and enhances the effectiveness of innovation commercialization. Collectively, this creates the preconditions for the sustainable growth of the market potential of integrated entrepreneurial structures.</jats:p>