Methodological approach to determining the level of business entities’ financial potential

Modern economics is a complex multi component system where management is aimed, first of all, at solving problems of optimal use of land, labor and material and technical resources in order to increase the efficiency of production.
Land is the basis of agricultural development. If in all other branches of production land plays mainly a passive role, it is an active element in agriculture. In this branch, it is simultaneously an object of labor and a means of production due to which a man grows necessary crops.
The purpose of the article is to analyze the use of land resources and determine indicators to improve of the efficiency of land resource potential for improving the management system of resource potential of enterprises.
The conducted research made it possible to conclude that enterprise’s land resources are interdependent and interconnected and balanced optimal correlation between them opens up opportunities for developing an innovative economic system which is characterized by maximum productivity.
As a result of the study, it has been established that the process of managing land resource potential of enterprises should be based on the use of a systematic approach, which involves evaluating land resource opportunities and their rational use in the conditions prevailing.
The practical value of the research is to carry out an assessment of the land resource potential of enterprises on the basis of the use of the index estimation method. The evaluation of quantitative and qualitative characteristics of structural components of the land potential of the territory allows us to analyze the level of development of the regional economy, identify disparities between individual elements of the potential, as well as to define priority areas of regional policy in the field of land use.
The assessment made it possible to determine main criteria for improving the efficiency and potential use of land resources of enterprises. As a basis the indicator of potential yields can be used.

The paper deals with analysis of the preconditions of alternative energy market development in Ukraine. In this case study, the authors analyzed the EU experience. The results of analysis showed that the leader of the EU countries in renewable energy has already achieved the target (20%), which had been indicated. In addition, the findings showed that the share of renewable energy in gross final energy consumption has been increasing from year to year. The authors allocate that, according to the Ukrainian potential, biogas is the most perspective one among alternative resources. Moreover, results of analysis showed that Ukraine has the huge potential of agricultural sector. In this direction, the authors allocated the main types of the agricultural activities, which have the highest potential of biogas production: sugar factories, corn silage and poultry farms. The authors underlined that biogas spreading is restrained by the stereotypes that green investments are not attractive for investors. In order to analyze the economic efficiency of investments to the biogas installation, the authors calculated the profit from the biogas installation for poultry farm. The authors made two scenarios for calculation. The first – the whole volume of energy, which was generated from the biogas unit, will be sold with feed-in tariff. The second – the farm covers its own needs in electricity, the rest will be sold with feed-in tariff. The findings showed that the first scenario is more attractive. Moreover, the farm could receive higher profit if it installed the biogas in 2016, not in 2017. In addition, based on the EU experience and features of farm functioning, the authors approved that the biogas installation has not only the economic effect (profit and additional profit) for company, but also ecological and social effects for rural area, where this farm was located.

Innovative marketing practices are essential for firms to increase sales and profitability. This paper aims to investigate the determinants of firms’ marketing innovation based on the employment of resource-based view and stakeholder theory. A probit regression model linking marketing innovation with proxies of firms’ resources and pressures from firms’ stakeholders was tested based on a dataset of 5,857 Vietnamese enterprises taken from a survey by the Ministry of Science and Technology of Vietnam in 2016. The findings indicate that firms’ size decreases the probability of marketing innovation by 1%, while internal knowledge gained from internal R&D causes the probability of marketing innovation to increase by 0.18%. Besides, the political connection and collaborations with competitors and private consultants drive the probability that firms implement the marketing innovation up by 0.09%, 0.12%, and 0.09%, respectively. On the other hand, export-oriented firms are more likely to implement marketing innovation by 0.03%, while foreign ownership reduces the chance of this decision by 0.05%. This research also reveals the essential role of the firm’s market pressures to enter into new markets or improve product quality in encouraging marketing innovation by 0.16% and 0.13%, respectively.

Acknowledgment
This research was supported by National Economics University, Grant Number: 343-QĐ-ĐHKTQD.