A STAKEHOLDER-ORIENTED APPROACH TO FORMING AN INVESTMENT ATTRACTIVENESS STRATEGY FOR ENTERPRISES IN UKRAINE’S CONSTRUCTION SECTOR

Abstract

The article explores the theoretical and methodological foundations of ensuring the investment attractiveness of enterprises in the construction sector of Ukraine based on a stakeholder-oriented approach. The relevance of the study is обусловлена the growing importance of the construction sector in the processes of post-war economic recovery, infrastructure development, and stimulation of investment activity. It is substantiated that traditional approaches to assessing and ensuring investment attractiveness, which are primarily based on financial and economic indicators, do not fully reflect the impact of non-financial factors, particularly those related to stakeholder interaction. Special attention is paid to the identification and systematization of key stakeholder groups, including investors, public authorities, local communities, business partners, and internal participants of enterprises. Their interests, expectations, and level of influence on enterprise performance are analyzed in the context of strategic management. It is determined that effective consideration and coordination of stakeholder interests contribute to increasing transparency, reducing investment risks, and strengthening investor confidence. The study proposes a sequence for forming a stakeholder-oriented strategy for ensuring investment attractiveness, which includes analysis of the external environment, stakeholder identification, assessment of their influence and interests, prioritization, and integration into the enterprise development strategy. In addition, a set of practical tools for implementing such a strategy is systematized, including stakeholder mapping, influence-interest matrices, strategic planning tools, ESG approaches, and performance monitoring systems. An integral approach to assessing investment attractiveness is developed, which combines financial and non-financial indicators and allows for a more comprehensive evaluation of enterprise performance. The proposed approach enhances the validity of managerial decision-making and ensures alignment between stakeholder expectations and strategic priorities of enterprise development.