INVESTMENT ATTRACTIVENESS OF THE ENTERPRISE: CONTENT, FACTORS OF INFLUENCE AND DIRECTIONS OF IMPROVEMENT
Authors:   Vinnytsia National Agrarian University, Ukraine, Ruda Oksana 
Published: July 2022

At the current stage of economic development, which is characterized by high speed of change, instability and uncertainty, to ensure a continuous process of economic development of enterprises encourages all businesses to strengthen their position in the market environment. They need to accelerate investment processes to become more competitive. Investment attractiveness plays an important role in this, as it is a driving force to increase the company’s capabilities. The presence of a high level of investment attractiveness has a positive effect on the market value of enterprises and is a guarantee of obtaining the necessary amount of investment resources for further economic development. However, enterprises in a state of financial and economic crisis are often characterized by a low degree of their investment attractiveness. The high level of investment attractiveness provides a stable inflow of investments into the country, additional revenues to the state budget, a better social environment in the country. The investment attractiveness of the company plays one of the main roles in the development of the company and increase its competitiveness in the market. In order for an investor to decide which company to invest in, he needs information about the strengths and weaknesses of the company, prospects for its further development and the ability to ensure the highest efficiency of investment. Investment attractiveness is an integral indicator that characterizes the feasibility of investing in a particular object from the standpoint of a particular investor. Existing methods of assessing investment attractiveness involve the calculation of an integrated indicator based on the coefficients of property status, liquidity and solvency, financial stability, business activity, taking into account their relative importance and the level of compliance with regulatory values and dynamics. In modern conditions, research in this area does not lose its relevance, as the correct choice of investment object is one of the prerequisites for obtaining the desired effect in the future. That is why the main objectives of assessing investment attractiveness are: determining the current state of the enterprise and prospects for its development; development of measures to increase investment attractiveness; attracting investments in the amounts corresponding to investment attractiveness and obtaining a comprehensive positive effect from the development of borrowed capital. The main requirement for any method of determining the level of investment attractiveness is the ability to interpret the information obtained and make effective and appropriate management decisions based on certain indicators, both by the investor to invest and by the recipient company to increase its investment rating. Thus, taking into account the management of investment attractiveness of internal and external factors will allow the company to effectively manage them to increase its investment attractiveness, and the investor – to assess investment attractiveness in order to carry out investment activities. The article reveals the concept of investment attractiveness of the enterprise. Factors influencing the investment attractiveness of the enterprise are highlighted. A number of problems have been identified that cause a low level of investment attractiveness of enterprises. The main methods of assessing investment attractiveness at the enterprise level are considered.