Abstract
<jats:p>The article substantiates the theoretical and methodological foundations for designing a mechanism for developing the economic potential of enterprises in modern conditions. The study systematizes the principles of building such a mechanism at three levels: general, specific, and situational. General principles include systematicity, integrity, and adaptability, which ensure the coherent functioning of all mechanism elements. Specific principles encompass economic efficiency, innovativeness, and strategic orientation, reflecting the peculiarities of enterprise development management. Situational principles provide flexibility, responsiveness, and anti-crisis orientation depending on the external environment conditions. The structure of the enterprise's economic potential has been determined, including five main components: production, financial, human resources, innovation, and marketing potentials. Each component has its own characteristics and evaluation indicators, but their development should be carried out systematically to achieve a synergistic effect. A conceptual model for the phased design of the development mechanism has been developed, which includes the following stages: diagnostics of the current state of potential, definition of strategic development goals, selection of influence tools, implementation of measures, monitoring of results, and adjustment. This model ensures a cyclical approach to potential development management and allows for timely response to changes in the internal and external environment. Practical recommendations have been formulated for implementing the mechanism considering modern challenges: military risks, energy instability, digital transformation, and disruption of global supply chains. The results have practical significance for ensuring the strategic sustainability and competitiveness of business entities in conditions of economic uncertainty.</jats:p>