Investment strategy for the formation of the competitive potential of innovatively oriented enterprises in the conditions of change management

Relevance of the research topic. The study of the issue of the investment strategy for the
formation of the competitive potential of innovatively oriented enterprises in the conditions of change
management is conditioned by the lack of a unified approach to the implementation of the algorithm
of this process.

Formulation of the problem. Determining the investment strategy for the formation of the
competitive potential of innovatively oriented enterprises in the conditions of change management
must begin with diagnostic and economic–analytical calculations. Analysis is one of the general
functions of management of economic systems, from which the management process begins. In our
opinion, determining the value of enterprises should not only quantitatively and qualitatively determine
the value of the business, but also indicate the main reasons, factors and reserves for increasing the
value of the enterprise’s potential, which determines the relevance of the research topic.
Setting the purpose and objectives of the study – to investigate the investment strategy
of forming the competitive potential of innovatively oriented enterprises in the conditions of change
management.
Research method or methodology. The following methods are used in the article: economic and
statistical analysis, graphic, monographic, analysis and synthesis, systematization.
Presentation of the main material (research results). It has been proven that financial analysis
and analysis of competitiveness, as a method of enterprise evaluation, contains sufficient information
for internal company use. Financial analysis reflects the true state of the firm, its past achievements,
will allow to reveal the dependence of indicators of financial and economic activity on various factors,
allows to assess the relative financial position of the firm, reveals the degree of financial risks.
Field of application of results. The results of the research can be used in the practical activities
of innovatively oriented enterprises, organizations, institutions to improve the investment strategy of
forming their competitive potential in the conditions of change management.
Conclusions on the article. In order to improve the investment strategy of forming the competitive
potential of innovatively oriented enterprises in the conditions of change management, there is a variety
of economic information that reflects the activities of the enterprise. It has been proven that in order
to determine the economic potential of the enterprise on the market, its investment attractiveness
for potential investors, and the determination of creditworthiness in order to secure collateral in the
bank at the expense of one’s own property, it is necessary to consider the enterprise as a separate
operating business that requires a professional assessment of its value.