Importance Efficient operations of the enterprise in the long run, high rates of development and competitive growth largely depend on its financial capacity and financial management quality. Financial management at the enterprise requires timely updating its financial philosophy and strategy, constant search of new methods for substantiation of management decisions, new financial technologies, and tools to implement the decisions. Objectives The study generalizes theoretical approaches to financial activity management, integration of major areas of enterprise development, development of the methodological basis of introducing the modern system of financial strategy, financial philosophy and financial culture that provide dynamism, flexibility and efficiency of managing financial assets, capital, investments, cash flows, risks and value. Methods In the genesis of approaches to the definition of the main goal of company functioning, we took a basic model, which focuses on enterprise value maximization. The model reflects one of the most important conceptual ideas of the modern paradigm of the theory of firm and aims at increasing the well-being of its owners to the maximum extent possible. Results We examined the new model of value maximization as a major target function of the enterprise. We also worked out the concept of company value management and underpinned the system of management decisions on opening a new outlet. The article assesses factors that ensure the development and functioning of the system of enterprise value management. Furthermore, it describes the specifics of developing the system stages, and presents a report from the perspective of company value management.
Keywords: target function, management concept, company value, evaluation, management decisions
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