STRATEGY FOR ENHANCING ENTERPRISE INVESTMENT ATTRACTIVENESS THROUGH INTERNATIONAL EXPANSION

Abstract

In conditions of economic instability caused by global challenges and martial law, the issue of increasing the investment attractiveness of enterprises becomes particularly relevant. Research on international expansion strategies allows for the identification of effective approaches to attracting investments, adapting business models to the specifics of foreign markets, and forming sustainable competitive advantages that ensure long-term stability and development in a dynamic global environment.

The purpose of this study is to determine ways to enhance the investment attractiveness of enterprises through international expansion and to develop a strategy for its implementation in the context of economic instability and global market challenges.

The object of the study is the process of international expansion of logistics enterprises and its impact on investment attractiveness in the context of modern economic challenges.

The research employs methods of system analysis, structural-functional analysis, comparative analysis, economic-statistical methods, and expert evaluation.

The results of the study confirm that the development and implementation of an effective international expansion strategy is a key factor in increasing the investment attractiveness of an enterprise. The analysis of the activities of LLC “Nova Posh” ta has demonstrated that successful business scaling requires the adaptation of financial models to the conditions of new markets, the expansion of marketing strategies, the implementation of digital solutions in logistics processes, and the involvement of international partners.

Among the strategies for international expansion, the most promising approach is the franchising model, which ensures the minimization of financial risks and accelerated business scaling in foreign markets. The assessment of the effectiveness of the franchising model in the logistics sector indicates its high attractiveness for potential investors, as well as its ability to flexibly adapt to the specifics of regional markets, which is critically important in the current conditions of global economic instability.

The practical significance of the study lies in the formation of clear strategic recommendations for Ukrainian enterprises seeking to optimize the process of international expansion and enhance their investment attractiveness. In particular, a strategic adaptation model has been developed, which takes into account the specifics of the external environment, enables effective risk management in international expansion, and facilitates the attraction of strategic investors.

The obtained results can be used for further development of international expansion strategies for Ukrainian enterprises, adaptation of the franchising model to the needs of the logistics sector, and the formation of economic policies to support the international expansion of Ukrainian businesses in the global market.