FORMATION OF INVESTMENT ATTRACTIVENESS OF RURAL AREAS IN CONDITIONS OF UNCERTAINTY OF THE COMPETITIVE ENVIRONMENT

Abstract

Introduction. In the conditions of the post-war recovery of the economy of Ukraine, the formation of the investment attractiveness of rural areas for the activation of infrastructure development cannot take place without the active application of management strategies and analytical tools. One of the main directions of forming the investment attractiveness of rural areas in conditions of uncertainty of the competitive environment is the application of these methods as an effective modern tool of strategic management of infrastructure development. The hypothesis of the scientific research consists in the study of the process of forming the investment attractiveness of rural areas in the conditions of uncertainty of the competitive environment, as a given condition for managing the existing potential. The purpose of the study is to substantiate at the theoretical level the formation of the investment attractiveness of rural areas in conditions of uncertainty of the competitive environment. The methodology of scientific research is general scientific and special research methods: All scientific research conducted within the framework of analyzing the investment attractiveness of rural areas in conditions of uncertainty of the competitive environment use general scientific methods, such as the method of scientific abstraction, the method of analysis and synthesis, the method of the unity of historical and logical, positive and normative methods, as well as specific research methods. Conclusions. It was determined that in modern conditions, according to the specifics of the formation of the investment attractiveness of rural areas in conditions of uncertainty of the competitive environment, the conceptual positions are: increasing investment potential due to the activation of innovative development of rural areas; increasing the volume of export-import operations to increase the competitiveness of domestic products in rural areas; development of international relations, taking into account geo-economic changes and trends. Keywords: integration potential; rural areas; integrative and innovative development; business entities; factors of the external and internal environment; investment attractiveness; investment strategy.