Özet:

The subject of the study is a complex of theoretical and methodological provisions and practical recommendations on increasing the effectiveness of the formation and use of the potential of enterprise management strategies through the creation and implementation of organizational and economic principles to increase their investment attractiveness. Currently, there is no objective method of managing the investment potential of an enterprise, which is capable of reliably reflecting possible problems of functioning and risks of investing funds in the enterprise. Existing methods of managing the investment potential of a company consider either an insufficient number of factors necessary for evaluation, or an excessive number of factors to be evaluated, as a result of which it is quite difficult for the investor to isolate the necessary information and make the right decision. For such enterprises the increase of investment attractiveness is possible only by qualitative changes in the management and production system, in particular by reorientation of the production process to the needs of the market, which will improve the image of the enterprises on the market and create new or develop existing competitive advantages. Methodology. The theoretical and methodological basis of the article consists of general scientific methods: comparison, dialectical development of economic systems, methodology of normative-legal and information-analytical support of the functioning of enterprises, formation and use of the strategy of potential management of the enterprise, creation and implementation of organizational and economic principles to increase their investment attractiveness. The research was based on the synthesis of social science theories, organizational systems theory and corporate finance theory. According to the system approach, the potential of the enterprise was considered as the potential of the financial system of the enterprise. The purpose of the article is the development of theoretical, methodological provisions and practical recommendations for the creation and implementation of the strategy of managing the financial potential of the enterprise in order to increase the investment attractiveness of the enterprise. Conclusion. The research carried out in the article consists in modernization and optimization of the considered strategies of financial potential management of the enterprise in order to increase the investment attractiveness of the enterprise, identification of an evaluation method that would meet the needs of investors, taking into account the factors significant for the assessment of the investment attractiveness of the enterprise, capable to objectively characterize its advantages and disadvantages and investment risks for investors.

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