THEORETICAL AND ORGANIZATIONAL FUNDAMENTALS OF IMPLEMENTATION OF REPUTATION MANAGEMENT IN THE COMPANY
The trend in recent decades has been characterized by a growing interest of business representatives in their reputation and its impact on performance and, consequently, development for the future. Awareness of the importance and value of the latter among the leadership of most business structures, there is a need in various ways and means to build an unquestionable reputation, strengthen among stakeholders and use it effectively. Of course, achieving this goal is possible through the introduction of reputation management.
The implementation of an effective reputation management system in the course of the business entity must be confirmed by obtaining the expected results from the implementation of such management measures. Certainly, the implementation and realization of reputation management provides usefulness and a number of advantages for the company, which allow to develop an impeccable reputation and gain favorable loyalty among the external business environment. The study proved a key feature of business reputation, which is expressed by the «object-subjective» relationship. The binary nature of this feature is explained by the transition of the object to the subject and, in other circumstances, vice versa. Among the elements of the theoretical and organizational foundations of the implementation of reputation management in the enterprise, increased attention is paid to the study of the attributes of its business reputation. It is established that a detailed study of the structural content of the company's reputation will help to design it taking into account the specifics of the activity and the peculiarities of the business environment.
The practical value of the research is to supplement the theoretical and methodological basis of reputation management, in particular in terms of its implementation in the activities of companies. We believe that the obtained scientific results will contribute to the development of an effective mechanism for information support of the reputation management system of the business entity.
2. Marketing company «Ukraine Marketing Project», ump.ua/ru/. Accessed 15 Oct.2020.
3. International economic rating «League of the best», businessukraine.net/uk/orgcom. Accessed 15 Oct.2020.
4. National business rating «Industry Leader», nbr.com.ua. Accessed 15 Oct.2020.
5. Sinko, G.S., and V.P. Bozhko. «Analysis and assessment of business reputation of machine-building enterprises». Economics and management of machine-building enterprises, no. 4, 2009, pp. 5-14.
6. Shkromyda, V.V., and N.Ya. Shkromyda. «Features of the study of the company's reputation». Scientific economic journal «Intellect XXI», no.3, 2019, pp. 110-116.
7. Shcherbakova, K. «Business reputation as a component of enterprise competitiveness». East, dspace.nbuv.gov.ua/bitstream/handle/123456789/22032/12-Scherbakova.pdf. Accessed 15 Oct.2020.
8. Dozier, D.M. «Image, Reputation and Mass Communication Effects». Image und PR – Kann Image Gegenstand einer Public Relations Wissenschaft sein? 1993, pp. 227-250.
9. Dutton, J., Dukerich, J., and C. Harquail. «Organizational images and member identification». Administrative Science Quarterly, vol. 39, no.2,1994, pp. 239-263.
10. Fombrun, C., and M.Shanley. «What's in a name? Reputation building and corporate strategy». Academy of Management Journal, no. 33(2),1990, pp. 233-258.
11. Gray, E.R., and J.M. Ballmer. «Managing Corporate Image and Corporate Reputation». Long Range Planning, vol. 31, 1998, pp. 695-702.
12. Groenland, E. «Qualitative research to validate the RQ-dimensions». Corporate Reputation Review, 2002, № 4, pp. 308-315.
13. Hall, R. «The Strategic Analysis of Intangible Resources». Strategic Management Journal, vol. 13, 1992, pp. 135-144.
14. Reputation Institute, reputationinstitute.com/advisory-services/ reptrak. Accessed 15 Oct.2020.
15. RepuTex 2006 RepuTex Methodology, secure1.impactdata.com.au/reputex/. Accessed 15 Oct.2020.
16. Shamma, H.M., Hassan, S.S. «Customer and non‐customer perspectives for examining corporate reputation». Journal of Product & Brand Management, no. 18(5), 2009, pp. 326-337.
17. The Financial Times, ft.com/capital-markets. Accessed 15 Oct.2020.
18. The Fortune, fortune.com/fortune500/. Accessed 12 Oct.2020.
19. The Harris Poll, theharrispoll.com. Accessed 15 Oct.2020.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution NonCommercial NoDerivs 4.0 Unported License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)