INCREASING THE MARKET ATTRACTIVENESS AND INVESTMENT POTENTIAL OF THE ENTERPRISE

In today’s competitive economic environment, increasing the market attractiveness and investment potential of enterprises is essential for sustainable development and long-term capital inflow. While existing studies emphasize financial indicators, there remains a knowledge gap in integrating innovation metrics and dynamic risk assessments into comprehensive evaluation models. This study addresses this gap by applying a five-stage methodological framework that includes macroeconomic analysis, financial diagnostics, profitability evaluation, investment risk assessment, and innovation activity analysis. Based on empirical data from Ukrainian enterprises between 2022 and 2024, the research finds that enterprises demonstrating financial stability, active innovation engagement, and strategic risk management exhibit significantly higher investment appeal. The results support the development of a holistic assessment model that enhances investor decision-making and enterprise competitiveness. The study has both theoretical and practical implications, offering policymakers and business leaders a structured tool for optimizing investment strategies in volatile markets.