Abstract
<jats:p>Formulation of the problem. The modern business environment is characterized by a high level of uncertainty caused by globalization, technological changes, and economic crises. In such conditions, the financial potential of an economic entity acts as the foundation of its stability and competitiveness. However, the multi-aspect nature of this category leads to the absence of a unified management methodology, which complicates the development of effective management decisions. The purpose of the article is the systematization and critical analysis of available methodological approaches to managing the financial potential of an enterprise, identifying their advantages and disadvantages to substantiate the need for forming a comprehensive management system in conditions of strategic uncertainty.The object of the research is the process of managing the financial potential of economic entities. The methods used in the study include general scientific methods: analysis and synthesis (to study scientific approaches), systematization and classification (to group methodologies), comparative analysis (to identify the advantages and disadvantages of approaches), and abstraction (to formulate theoretical generalizations). The main hypothesis of the research is the effective management of financial potential is possible only through the synthesis of available approaches (resource-based, systemic, process-based, value-oriented) into a single adaptive system that considers the dynamics of the external environment and stakeholder interests. Presenting of the main material. The article examines the evolution of interpreting the concept of "financial potential" (resource-based, systemic, and resource-process approaches). A comparative analysis of modern management methods is conducted: the systemic approach, the resource-process approach, the strategically oriented approach, the program-modular approach, and a conceptual model under conditions of strategic uncertainty. It is revealed that most authors focus on optimizing financial flows, capital structure, and the need for adaptation to external shocks. The key management principles (adaptability, strategic flexibility) and influencing factors are identified. Originality and practical significance of the research lie in the comprehensive systematization of methodological approaches from recent years, determining their practical applicability and application conditions. The practical significance of the results lies in the possibility of using the generalizations to build adaptive financial management systems at enterprises in various industries. Conclusions and prospects for further research: The research confirms the evolution of approaches from classical to integrated models that consider factors of uncertainty, digitalization, and stakeholder interests. The main drawback of modern comprehensive methodologies remains the complexity of their implementation. Prospects for further research lie in developing industry-specific management methods considering ESG criteria and the impact of digital technologies.</jats:p>