FORMATION OF THE INVESTMENT STRATEGY OF IT ENTERPRISE BASED ON BUSINESS GOALS AND THE PRODUCT LIFE CYCLE

Abstract

The article focuses on the pressing problem of developing an investment strategy for IT enterprises aimed at achieving business objectives while managing the stages of the software product life cycle. This issue is of particular relevance in the context of digital transformation, increasing global competition, and heightened market uncertainty. The purpose of the study is to justify theoretical and methodological approaches to shaping an investment strategy for IT companies, taking into account their business goals and the specific features of product life cycle stages. The research is grounded in the application of general scientific and specialized methods, including analysis and synthesis, comparison, abstraction, systemic and structural analysis, as well as conceptual approaches of life cycle theory, strategic management, and investment planning. The findings demonstrate a strong interconnection between strategic business objectives and investment decisions at various stages of the software product life cycle. It is substantiated that adapting investment approaches to the corresponding life cycle stage allows IT enterprises to allocate limited investment resources more efficiently, mitigate investment risks, enhance managerial adaptability, and improve the overall effectiveness of investment activities. The study identifies priority areas for optimizing investment flows, particularly in research and development, human capital formation, digital infrastructure, and market expansion. The analysis confirms the necessity of implementing a flexible and phased investment strategy that supports sustainable development, stimulates innovation, and reinforces the competitive positions of IT enterprises in both domestic and international markets. The practical significance of the research lies in the applicability of the proposed approaches to strategic investment planning in IT enterprises operating under conditions of economic volatility, thereby fostering sustainable growth, strengthening innovation potential, and improving competitiveness in local and global markets.