PROBLEMS AND PROSPECTS OF FORMATION OF REPUTATION MANAGEMENT BY UKRAINIAN ENTERPRISES AND ORGANIZATIONS AS THE PURPOSE OF INCREASSING THEIR COMPETITION

Abstract

The purpose of the article is to identify the main problems and prospects for the formation of reputation management by Ukrainian organizations (to increase the level of their competition). Reputational resource tends to increase in value along with economic and other resources. Therefore, the topic is relevant. This is especially true of Ukrainian enterprises. They make little use of reputation opportunities. Reputation analysis is carried out in the work. The article is devoted to the essence of reputation management of organizations. The article identifies current issues of reputation management. Particular attention is paid to the formation of reputation management by Ukrainian organizations and enterprises. The factors influencing the reputation of organizations are analyzed. The influence of reputation on the level of competitiveness of the enterprise, products is investigated. Types of reputation are analyzed. The classification of types of reputation has been expanded and supplemented. Classification features «environment of influence», «stakeholders» are allocated. The existing classification features have been supplemented with additional species. The existing classification features have been supplemented with additional species. The existing approaches to the formation of the reputation management process are studied. It is proposed to use the following components in the system of reputation management: planning (strategy formation, analysis, etc.), organization (building an organizational structure of reputation management), motivation (stimulating the formation of a positive reputation), control, regulation of reputation. Indicators of the level of efficiency of the organization are given. These include the social effect, the value of the organization's securities, the level of competitiveness of the organization, the level of competitiveness of products / services. It is established that reputation management must be continuous. An effective reputation management system will help increase them. A positive reputation will contribute to the effective development of enterprises.