Корпоративна репутація як ключовий вектор підвищення рівня економічної безпеки

Abstract

Досліджено процеси формування, підтримки та розвитку корпоративної репутації підприємств як ключового вектора підвищення рівня їх економічної безпеки. Подано визначення сутності поняття корпоративна (ділова) репутація. Проаналізовано найефективніші інструменти системи управління репутацією (репутаційного менеджменту). Досліджено взаємозв’язок рівнів економічної безпеки та гудвілу. Визначено, що ключовим елементом для дослідження корпоративної репутації має бути аналіз усіх чинників, які впливають на неї, а також основних її елементів. 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 defnition 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 proftability, 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.