INVESTMENT ATTRACTIVENESS OF EXPORT_ORIENTED ENTERPRISES: FORMATION CRITERIA AND MANAGEMENT APPROACH

Abstract

The article explores the formation of investment attractiveness criteria for export-oriented enterprises and changes in the management approach to achieving them. It characterizes the impact of Ukraine's integration into European Union, war state and cyclical transformations of the global economy on the opportunities for attracting foreign investment. The study identifies macroeconomic trends in the development of industrial sector and their relevance to investment activity from potential partners. Two significant periods (2020–2022 and from 2022 to the present) are substantiated as essential for providing regional analysis of investment attraction. An analysis of the dynamics of export volumes and capital investments across various economic activities in Ukraine's regions is conducted. Based on this analysis, the characteristics and factors of the investment attractiveness of an export-oriented enterprise are identified, and their significance is interpreted as the primary criteria for its formation. The general criteria of global economic relations development were emphasized: financial stability, currency effectiveness, competitiveness of production, diversification of markets. Also, the criteria of integration processes deepening were emphasized: liberalization of foreign trade and duty-free regime, digitalization of performance, standards compliancy, Green Deal course of economy, integration into joint production chains, logistics advantages, foreign economic activity management enhancement. Finally, the structure of formation and management approach to achieve the necessary level of these criteria in the context of Ukraine's integration into European Union was proposed. The structure incorporates key data types that are essential for analysis and evaluation, providing a basis for appropriate managerial actions to ensure sustainability.