Social and Legal Studios

Abstract

The notion of corporate reputation, corporate culture has recently become a part of the business environment іn Ukraine, and their low development at the business level has led to a low level of qualitative changes in the social responsibility of business entities in society. The following research methods are used: analysis, dialectical, metaphysical, empirical, systemic and processional. The article investigates the formation, maintenance and development of corporate reputation of enterprises as a key vector for improving their economic security. The definition of the essence of the concept of corporate (business) reputation is given. The most effective tools of the reputation management system are analyzed. The relationship between economic security and goodwill has been investigated. It is suggested to understand reputation as a strategic intangible asset that can bring an additional level of profitability, which is formed gradually from the totality of perceptions of contact audiences and stakeholders on the enterprise/organization throughout their existence on the basis of the quality of goods/services (offered to consumers, partners) taking into account economic, cultural, environmental, national (relevant for the Ukrainian market), social, etc. aspects of their activities. In order to create and apply a highly effective, optimal reputation management system for Ukrainian enterprises, organizations, in order to increase their economic security under dynamic economic conditions, it is necessary to constantly perform a reputation audit, monitoring all without excluding their own business processes, components of reputation, etc., in order to identify reputational risks, form a list of sources of all potential risks, in particular, rank them in terms of priority, danger, importance, potential size in possible damage (loss) and management decisions in collaboration with stakeholders, regarding the evaluation of their reputation

Keywords: reputation, corporate reputation, economic security, reputation management, reputation structure

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