Increasing the financial potential of investment activity of business entities

The study aimed to address the tools and strategies for optimising the use of financial resources of business entities to ensure their investment capacity. The study also addressed the key aspects of the financial potential of enterprises and its role in ensuring investment attractiveness in conditions of economic instability, in times of war. The structure of financial potential, which includes domestic and borrowed financial resources, the ability of an enterprise to fulfil financial obligations and adapt to changes in the market, as well as the relationship between financial potential and investment activity, was investigated. The analysis revealed that the financial potential of an enterprise determines its ability to effectively accumulate, distribute and use financial resources to achieve stability and ensure competitiveness in the market. The analysis of sources of financing for investment projects in Ukraine, including the use of both internal and external financial instruments, such as bank loans, bonds, venture capital, and international financial assistance, was highlighted. The study determined that the limited internal resources and high cost of borrowed capital leave small and medium-sized enterprises with limited financial capabilities in their investment initiatives. The conclusions indicate that in the context of crises and war, Ukrainian enterprises are demonstrating significant adaptability by introducing new approaches to financial planning, through digital technologies to optimise financial flows. In addition, corporate social responsibility is an important element that can significantly increase investment attractiveness. To strengthen the financial potential of enterprises and attract investment, it is necessary to intensify cooperation with state and international financing programmes that will contribute to the development of innovative projects and infrastructure restoration in the face of economic instability