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. In the process of introducing models of strategic management of innovation and investment potential of agricultural enterprises, it is necessary to analyze the influence of external factors and internal capabilities of the enterprise. This helps to identify the most favorable directions of innovative development of the agricultural entity.The purpose of scientific research is to develop theoretical aspects of the innovative potential for-mation of agricultural business entities in the system of their investment activity.Results. It is established that the use of qualitative and quantitative characteristics of innovative capabilities of agricultural sector subjects without defined criteria hinders the organizational and economic mechanism of choosing innovative investment models and strategies. It has been determined that the dy-namics of investment provision is a basic parameter of reproduction processes. The tasks of investments are highlighted, the fulfillment of which is provided by the reproductive function. The lack of innovative potential of the majority of domestic agricultural enterprises is revealed. It is established that the innova-tive potential of the enterprise characterizes its investment attractiveness. The expediency of considering innovative potential in the system of other types of enterprise potentials is substantiated. It is determined that the research of innovative potential should take into account possible investment cycles in the enter-prise activity. The main factors of investment potential development of economic entities are given. The investment environment is characterized as the volume and structure of mobilized and used potential or real investment funds from internal and external sources of formation. The main task of investment poten-tial accumulation in enterprises is determined. The criteria are characterized, on which the formation of investment potential will depend. The conditions are identified that contribute to the growth of innovation potential. The features of investments implementation into innovations are characterized. The main tasks of monitoring of innovative potential are defined. The state of the organizational component of investment potential at modern domestic agricultural enterprises has been analyzed.Conclusions. The innovative potential development of domestic enterprises of the agricultural sec-tor is the key to their successful activity. Managing the investment potential formation is a key task for the strategic development of agricultural entities.Keywords: economic potential, innovation potential, investment, agricultural enterprise, invest-ment attractiveness, investment cycle.

Features of innovative potential formation of agricultural business subjects in the system of their investment activity