METHODOLOGICAL APPROACHES TO THE ANALYSIS OF INVESTMENT ACTIVITY AND INVESTMENT ATTRACTIVENESS OF AN ENTERPRISE

Abstract

The article examines methodological approaches to the analysis of investment activity and investment attractiveness of an enterprise under conditions of uncertainty and increasing investment risks. The necessity of a comprehensive assessment of an enterprise’s investment opportunities is substantiated, taking into account investment volumes, financial condition, investment potential, the effectiveness of investment processes, and the impact of external factors.

Scientific approaches to interpreting the concept of “enterprise investment activity” are systematized, and resource-based, factor-based, process-based, intensity-based, result-oriented, and comprehensive approaches are distinguished. It is determined that investment activity should be considered as a comprehensive characteristic of the intensity, dynamics, and effectiveness of investment processes, reflecting the enterprise’s ability to realize its investment potential while taking into account the level of risk. The main stages of its assessment are substantiated: preparation of the information base and identification of influencing factors; analysis of investment activity, resource provision, development potential, and economic stability; and comparative analysis.

The essence of enterprise investment attractiveness is revealed, and its distinction from investment activity is established. Methodological approaches to its assessment are systematized, including financial, coefficient-based, rating, expert, integral, matrix, taxonomic, and comparative approaches. It is established that modern methodologies predominantly assess the potential investment attractiveness of an enterprise, whereas actual investment activity is often analyzed separately.

The relationship between investment activity, investment attractiveness, and investment risk is substantiated. The key factors of investment activity are identified, including financial condition, profitability, availability of resources, investment potential, access to financing, macroeconomic conditions, and the level of uncertainty. The proposed approach provides a comprehensive assessment of an enterprise’s investment opportunities and supports the substantiation of investment decisions. The practical significance of the results lies in the possibility of applying the proposed assessment sequence to identify reserves for enhancing investment activity, increasing investment attractiveness, and minimizing risks.