MAIN FACTORS AFFECTING THE VALUE OF A BUSINESS IN THE CONTEXT OF ACTUALIZING ITS VALUATION

The article reveals the relevance of determining the value of assets and business in market conditions. The main standard cases and conditions under which the assessment of property and business is carried out in accordance with international and domestic practice and their legal regulation are outlined. The reasons for updating the valuation of assets and business in Ukraine are identified, arising from the conditions of martial law, including forced alienation of property for military purposes, calculation of property losses as a result of military actions, and justification for optimizing the composition of the integrated asset complex of an enterprise during an economic crisis. The essence of income, market (comparative), and property valuation approaches is explained. A set of external and internal factors that are decisive in forming value within the application of each of the methodological approaches is determined. When applying the methods of the income approach, the key factors determining the value of a business are defined as indicators of its financial, economic, and investment activities, which form the net cash flow, and various risks of macro-, meso- and microeconomic nature. It has been established that the value of an enterprise, assessed through market approach methods, is influenced by indicators of financial and property status and economic activity of the company and its analogues, as well as the state of the stock market or the market of the IPC. In turn, a set of internal and external factors, which are decisive in applying the asset approach methods, has been identified, with the main ones being the composition of the enterprise's asset complex, the actual condition of its components, and the situation in the market for similar assets by types. The conclusion has been substantiated regarding the need to apply methods from all three methodological approaches to business valuation in order to maximize objectivity in determining value, which is formed under the influence of various external and internal factors.