The article substantiates the components of the organizational and economic mechanism of forming an innovative strategy of agrarian enterprises and the development of its architecture. The basis of the formation of the specified mechanism is the emergence of signs of the emergence of interactions of industrial and commercial components of management of innovative development through the identification of separate management and production strategies to ensure the appropriate level of effectiveness for the growth of economic efficiency. The latter should be formed in the context of the possibility of solving the problems of extended reproduction and increasing the competitiveness of agricultural enterprises through the introduction of innovations in general. The economic toolkit in this mechanism will perform a stimulating function, ensure the realization of interests between all market participants and the flow of auxiliary processes, as well as regulate the responsibility of business entities through economic relations. They are the basis that should determine the procedures for the formation and implementation of innovative strategies, as well as determine the level of achieved financial results of the production and commercial activities of enterprises. The criteria and groups of indicators for the identification and analysis of the strategic zone of innovative activity of the enterprise are singled out, in particular: provision of production resources; availability and supply of material and technical resources; efficiency of production activity; competitiveness of products, their position on the market. It is emphasized that due to the complexity of the formation and functioning of strategic zones of innovative activity, a number of problematic issues arise before agrarian commodity producers. Among them, the discrepancy between production capacities and their innovative potential should be singled out. That is, it is impossible to quickly change one's own production capabilities in accordance with the competitive situation on the market. This applies not only to the material and technical support of the production process, but also to the innovative direction of enterprises in general, including the possibility of creating improved products. Therefore, in the study, special attention is paid to the strategy of diversification of production in agricultural enterprises, as the main tool for mobilizing the innovative investment and economic potential of the economic entity.

The article systematizes theoretical approaches to understanding the potential of economic growth, which allowed to consider it as factors and sources of growth and formation of economic power, as a result of productive forces in the industry and means of meeting social needs in general, and as processes of identifying and creating certain spectra of business opportunities; formation, structuring and construction of indicators of the maximum possible production capacities and criteria of optimality of production plans, in particular, for separate subjects of agrarian business. The potential for economic growth can be understood as an increase in the supply of goods (or services) created during a certain selected financial period. The potential for economic growth can be determined by many factors, the most important of which are the factors influencing supply and demand. Supply factors will determine the physical capacity of the potential to grow, and the following: quantitative and qualitative characteristics of natural resources; quantitative and qualitative characteristics of labor resources; volumes of capital; technological development and potential. It is outlined that the potential of economic development of business entities is currently associated with the growth of knowledge-intensive industries in the basic industries. It was found that special attention is paid to the sustainable potential of economic growth, especially the potential for increasing the welfare of economic entities. In addition, it was established that the potential for economic growth should be derived from the direction of development that will take into account the socialization of the economic system as a whole. Business, farming, entrepreneurship, and invention are potentially profitable activities, and those involved are respected. Positive attitudes towards innovation are important socio-cultural factors of economic growth potential. In the developed world, the potential for economic growth is considered as a great benefit to the people. Finally, over a long period of time, the potential for economic growth will depend on the political structure and organization of society. Keywords: potential of economic growth, economic development, subjects of agrarian business.

The article examines the interpretation of the concept of innovation and investment potential. It was found that scientists usually understand the essence of innovation and investment potential by studying its structure. At the same time, the following subsystems are distinguished in separate structures of innovation and investment potential, which, complementing each other, have the formed innovation and investment potential as a result. These subsystems include innovation and investment potential. It is established that the essence of innovation potential can be characterized through the component of economic potential, which contains a separate system of certain resources, opportunities, and capabilities. The latter, in turn, will provide the ability and capacity to carry out attractive innovation activities, the introduction of scientific and technological progress, development and implementation of innovations, as well as support for innovation processes. This will allow to move to a qualitatively new level of development to achieve the appropriate level of competitiveness of the business entity. It is emphasized that the dialectic of interaction of innovation potential and investment potential is to realize investment potential, and it can ensure the transition from economic growth potential to intensive type of economic development of economic entities only if attracting and implementing innovation potential. Also, innovation processes, generation of innovations, transfers of innovations are economically justified and possible only with available investment resources. It is proposed to understand the innovation and investment potential of agribusiness entities, which is a component of economic potential, as the real or potential ability of the business entity to use innovations in its production and management systems through investment tools to model a comprehensive concept of strategic enterprise management. of individual elements, based on certain principles and methods. Key words: innovation potential, investment potential, innovation and investment potential, agribusiness entities.

The main components in the structure of economic potential of enterprises are investigated in the article. It is established that the components of the economic potential of enterprises include everything related to the formation and development of enterprises. It is emphasized that the objective components, which are related to the material forms of economic potential of enterprises, will be consumed and reproduced in various forms in the process of formation and operation. These will include, first of all, production potential, innovation potential, investment potential, reproduction potential. It is outlined that the subjective components of the economic potential of enterprises also include improvements in the field of scientific and technical potential, management potential, the potential of the organizational structure and management structure, marketing potential. Subjective formation of components is associated with their social form of detection. They are not intended for consumption, but are formed for the preconditions, namely, factors of general economic, general economic and social ones, consumption rationality of objective components. This may indicate that there are also subjective components of the potential of enterprises, which by their influence on the development of the main factors of production and the effectiveness of the economic system, according to the complexity of the latter and their environmental characteristics, will be decisive. The basis of the economic potential of business entities and the basis for the formation of innovation and investment potential of agricultural enterprises is the production potential of business entities. The production potential of enterprises is represented by a system of interdependent components that can perform various functions in the processes of ensuring the production of goods, as well as achieving other goals for continuous and competitive development of enterprises. It should be noted that only those enterprises that have the potential to develop their financial and economic activities will survive the crisis. In modern conditions, the success of each enterprise largely depends on how effectively its potential is used. Keywords: economic potential, structure components of economic potential, potential of enterprises.

The article substantiates the introduction of rational changes in the specialization of production in agricultural enterprises and their sales orientation in terms of increasing the supply of agricultural raw materials in the context of entering new commodity markets and improving economic efficiency of core activities using commercial and integration tools to implement innovation strategies. investment potential. It is established that diversification, in general, in economic theory is considered as a means of improving the financial and economic performance of production and commercial activities of enterprises. It is determined that the key areas of diversification of production as a basis for innovation potential in agricultural enterprises are: development of own processing of agricultural products in order to create greater added value within the enterprise and operation of processed products in target markets with less complex barriers to entry; managing the structure of the product range by developing new types in order to minimize price and sales risks; entering the markets of agro-technological services in the presence of surpluses of agricultural machinery and equipment for their provision in order to stabilize the financial situation and, thus, ensure self-investment. It was found that only the effective development of innovation of agricultural enterprises allows to adapt to constant changes in the environment, and the introduction of diversification is one of the planned methods to ensure the appropriate level of competitiveness and financial stability in the constant market transformations. When choosing diversification strategies, companies will focus on success. However, if the management system is not aimed at mastering modern and innovative technologies that will allow to produce new products of higher quality at the same time with the lowest cost, then over time there will be risks of weakening market positions in target markets. Keywords: diversification strategy, agrarian business entities, innovation process, innovation and investment potential, competitiveness.