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