{"title":"商誉概念在企业管理中的本质","authors":"N. Honcharenko","doi":"10.32841/2413-2675/2021-49-12","DOIUrl":null,"url":null,"abstract":"The article examines the main stages of the evolution of the concept of «reputation», analyzes foreign and domestic scientific approaches to the definition of «business reputation», also explores the interrelated concepts of the terms «image» and «goodwill», analyzes the relationship of these economic categories and identifies differences in their interpretation. High attention to the interpretation of the concept of business reputation of the enterprise is explained by the fact that with less and less price and quality differentiation of products and services, business reputation is one of its most valuable assets and a factor in increasing attractiveness to all stakeholders. Consumers, for example, maintain stable relationships with reputable companies, and therefore they are more successful in occupying promising markets. The best experts in the field seek long-term cooperation with companies with a good reputation. Authorities provide more loyal conditions for business development and, accordingly, favorable conditions for the implementation of its development strategy, and the public is loyal to mistakes and omissions in business management. Contractors seek to work with a company that has a good reputation, which in turn opens up access to the business to obtain the highest quality professional partner services. A positive business reputation is a powerful resource in crisis situations and allows the company to more easily, in a shorter time and probably at a lower cost to deal with the crisis, thanks to the high confidence of stakeholders in this company. In turn, business in recent years is increasingly feeling the need to build its reputation, and therefore is beginning to pay more attention to their own image in the eyes of target audiences. Business reputation is an important tool for building a positive relationship between the company and its target audience, as the basis of reputation is based on reliable information that is constantly produced by the company and its customers, competitors and partners. The article analyzes and expands a number of basic functions performed by business reputation in the process of enterprise management, the author offers his own generalized definition of «business reputation».","PeriodicalId":115496,"journal":{"name":"International Humanitarian University Herald. Economics and Management","volume":"78 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"THE ESSENCE OF THE CONCEPT OF BUSINESS REPUTATION IN ENTERPRISE MANAGEMENT\",\"authors\":\"N. 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The best experts in the field seek long-term cooperation with companies with a good reputation. Authorities provide more loyal conditions for business development and, accordingly, favorable conditions for the implementation of its development strategy, and the public is loyal to mistakes and omissions in business management. Contractors seek to work with a company that has a good reputation, which in turn opens up access to the business to obtain the highest quality professional partner services. A positive business reputation is a powerful resource in crisis situations and allows the company to more easily, in a shorter time and probably at a lower cost to deal with the crisis, thanks to the high confidence of stakeholders in this company. In turn, business in recent years is increasingly feeling the need to build its reputation, and therefore is beginning to pay more attention to their own image in the eyes of target audiences. 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THE ESSENCE OF THE CONCEPT OF BUSINESS REPUTATION IN ENTERPRISE MANAGEMENT
The article examines the main stages of the evolution of the concept of «reputation», analyzes foreign and domestic scientific approaches to the definition of «business reputation», also explores the interrelated concepts of the terms «image» and «goodwill», analyzes the relationship of these economic categories and identifies differences in their interpretation. High attention to the interpretation of the concept of business reputation of the enterprise is explained by the fact that with less and less price and quality differentiation of products and services, business reputation is one of its most valuable assets and a factor in increasing attractiveness to all stakeholders. Consumers, for example, maintain stable relationships with reputable companies, and therefore they are more successful in occupying promising markets. The best experts in the field seek long-term cooperation with companies with a good reputation. Authorities provide more loyal conditions for business development and, accordingly, favorable conditions for the implementation of its development strategy, and the public is loyal to mistakes and omissions in business management. Contractors seek to work with a company that has a good reputation, which in turn opens up access to the business to obtain the highest quality professional partner services. A positive business reputation is a powerful resource in crisis situations and allows the company to more easily, in a shorter time and probably at a lower cost to deal with the crisis, thanks to the high confidence of stakeholders in this company. In turn, business in recent years is increasingly feeling the need to build its reputation, and therefore is beginning to pay more attention to their own image in the eyes of target audiences. Business reputation is an important tool for building a positive relationship between the company and its target audience, as the basis of reputation is based on reliable information that is constantly produced by the company and its customers, competitors and partners. The article analyzes and expands a number of basic functions performed by business reputation in the process of enterprise management, the author offers his own generalized definition of «business reputation».