ROLE OF THE BUSINESS REPUTATION IN ENSURING THE SUSTAINABILITY FUNCTIONING OF INDUSTRIAL ENTERPRISE

Abstract

Purpose. Development the theoretical positions and practical recommendations for the definition category the "business reputation", substantiation various approaches to its quantitative and qualitative evaluation and clarification role of business reputation in ensuring the sustainability functioning of domestic enterprises. Methodology of research. The theoretical and methodological basis of the research is the thesis of modern economic theory, scientific works of domestic and foreign scientists about the role of business reputation in ensuring sustainability functioning of enterprises. To achieve this purpose following general scientific research methods are used: grouping, comparing and theoretical generalization - to study the scientific works on the problems of forming business reputation of the company; induction and deduction - to study the classification features reputational risks, qualitative and quantitative evaluation methods business reputation; abstract-logical - for theoretical generalizations and formulation of conclusions. Findings. The economic essence of the category «business reputation» is determined. The approaches on quantitative and qualitative assessment of business reputation level are substantiated. The essence of quantitative methods for measuring business reputation is disclosed. In particular: the method of excess profits; method of surplus resources; indicators of sales; indicators of market capitalization; determining price the business reputation during mergers or absorption; determining the value of business reputation under International Financial Reporting Standards. The essence of quality assessment methods of business reputation, namely the method of sociological surveys, expert and rating methods is disclosed. Difference of business reputation from image and goodwill are determined. Originality. Theoretical and methodological research on the definition category "business reputation" are generalized, classification of reputation risks for features are clarified, the possibility of applying quantitative and qualitative evaluation methods business reputation in the management of domestic enterprises are clarified. Practical value. On the basis of generalization the theoretical propositions about the role of business reputation in the development of the company practical recommendations concerning its evaluation to ensure the sustainability of industrial enterprises are submitted.