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FORMING AND REALIZATION OF TERRITORIAL ENTREPRENEURIAL POTENTIAL IN THE CONDITIONS OF THE MACROECONOMIC ENVIRONMENT DETERIORATION

The relevance of the research: small and medium-sized businesses play an important role in raising the level of employment of the population, reducing social tension, ensuring a competitive environment, economic stability and innovation growth, creating preconditions for the formation of the middle class. It is one of the most important signs of a market economy and a basis for increasing socio-economic development of the country. Taking into account the complex economic and political situation in Ukraine, there is a need to investigate the current state of small and medium enterprises, territorial entrepreneurial potential in the conditions of deteriorating macroeconomic conditions that will allow them to find out the directions of their development and identify ways to improve their entrepreneurial activity.Hypothesis of the scientific research: it is assumed that the importance of internal factors, defining the state of entrepreneurial potential of territorially localized formations, increases on the phases of crisis and depression of the medium-term economic cycle. At the same time, the importance of external factors increases on the phases of activity and recovery.The aim of the research is to reveal the key elements of entrepreneurial potential, which defines positive dynamics of business activity and efficiency indicators; to suggest the theoretical and methodical approach to the maintenance of methods of state regulation of entrepreneurial potential of territorially localized formations.The methods of the research: it was proved by means of correlation analysis, that the most significant elements of entrepreneurial potential in terms of ensuring positive dynamics of business activity and efficiency indicators are the following: the consumer value creation, the dynamics of the macroeconomic environment, the business competition level and the quality of entrepreneurial thinking.The results of the research: theoretical and methodical approach to the matter of state regulation of entrepreneurial potential of territorially localized formations is suggested; the methodical approach to the efficiency evaluation of measures of state regulation of entrepreneurial potential of territorially localized formations is developed.Conclusions: it is proved that the efficiency of state regulation measures of entrepreneurial activity is defined by completeness of accounting of features of entrepreneurial potential of separate territorially localized formations and their compliance to the implementation phase of entrepreneurial potential.