THE ESSENCE AND DYNAMICS RESEARCH OF THE INVESTMENT ATTRACTIVENESS FOR UKRAINIAN ENTERPRISES

In modern economic conditions, investment resources and investment attractiveness of business entities play an important role. Involving financial resources on favorable terms largely depends on the level and dynamics of the enterprise's investment attractiveness. Formation and management of the enterprise's investment attractiveness is an important task for each of its managers. The article analyzes the scientific literature that reveals the essence of the concept of «investment attrac‑ tiveness of the enterprise». It was found that the majority of authors propose to consider the investment attractiveness of the enterprise as a comprehensive sign of its state, assessed by various areas of activity. Particular attention in the research is de‑ voted to the factors that determine the level of the enterprise's investment attractiveness, because knowing what influences, it is possible to achieve strengthening of positive and weakening of negative influence on phenomena and processes. To compare enterprises with each other for the purpose of investing funds in their activities, it is convenient to calculate the single integral index of their investment attractiveness. The assessment of changes in the investment attractiveness of Ukrainian enterprises was realized by calculating the integral index of investment attractiveness for 2019–2021. Uneven dynamics of the calculated index were revealed. The decrease in the investment attractiveness of Ukrainian enterprises in 2020 is related to the spread of COVID‑19 and a decrease in entrepreneurial activity. During 2021, the business adapted to restrictions and new operating conditions, accordingly, financial indicators became better, and investment attractiveness increased. The article also suggests key directions for increasing the investment attractiveness of Ukrainian enterprises. In particular, it was proposed to increase the level of enterprise owners' interest in the growth of the investment attractiveness of their enterprise, as well as to increase the level of investors' interest by forming an unified investment strategy at the enterprise, integrated into the general strategy of developing the enterprise's competitiveness.