BUSINESS VALUE ASSESSMENT AND THEORETICAL ASPECTS OF ITS INCREASE

Abstract

This article discusses the theoretical aspects of assessing the value of a business and increasing it. Business value is one of the main indicators of a company's market position and economic stability. Cost estimation methods include cost, income, and comparison methods, each of which is effectively used in certain situations. In addition, the article analyzes the main directions of increasing business value. Among them are the introduction of innovations and technologies, customer-oriented strategies, marketing and brand development, effective management and corporate culture, environmental and social responsibility, financial stability and investment attractiveness, and entry into the international market. These strategies help to increase the competitiveness of enterprises and ensure their sustainable development in the market. The research used methods of synthesis, analysis, comparison, and generalization of scientific research results. This research can serve as a theoretical basis for business entities to make effective decisions on estimating the value of their assets and increasing it.