Abstract:The article reveals the essence of the resource potential of a trade organization and factors, which have an impact on it. We give the composition and characteristics of the resources. We summarize the scientific approaches to the definition of the composition and to the assessment of the organization's resources. We propose the author’s interpretation of the concept of resource potential. During the study the authors conclude that the current approaches to the definition of resources’ types and their analysis do not provide an objective assessment of the resource potential of a trade organization. The strategic vision of potential market opportunities requires a real assessment based on the new approaches to their differentiation and identification. In order to assess a competitive superiority of a trade organization, in the analysis of the organization's capacity assessment the authors propose to mark out the following resources: marketing resources; resources involved in gaining competitive advantages; spatial resources and consumer capital; informational resources; financial and investment resources; management competences. According to the authors, the state of the resources and their innovativeness are a strategic base for the development of the organization. A real idea of the resource potential of a trade organization will allow trade enterprises to choose strategies aimed at maximum use of opportunities to strengthen the positions in mature markets and to develop market potential in growing markets.
Keywords:competitive advantages, competitive strategies, innovative resources, intangible resources, market potential, resource potential assessment, trade organization resources
JEL-Classification: L11, L21, L81
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