Деловая репутация организации в контексте понятия социальной ответственности: морально-этические измерения менеджмента

Abstract

The article is devoted to ethical aspects of reputation management. The authors, bringing together different
 research methodology such as categorical and phenomenological analysis, examine the moral categories associated
 with the concept of reputation. Therefore, the concept of “image”, “goodwill” reveals its importance
 in the context of the ethical categories and moral manifestations of consciousness, such as authority, social
 responsibility, honesty, integrity, respect for the interests of another. In the future human dimensions of management,
 such as corporate ethics, corporate culture, as well as the position subjectivist approach to research
 of the image of the organization is ethical-oriented concept of reputation management. The author defends the
 position according to which it’s necessary to examine social entrepreneurship in all its dimensions, which is
 designed to assess the activity of the enterprise by connecting scientists, as well as components of civil society,
 from the perspective of human values – moral and ethical categories. In this understanding, social expertise
 acts as “ethical expertise”. In conjunction with the notion and phenomenon of corporate ethics there are generalizations
 in the context of General ethical categories. The authors show that corporate ethics is the basis, the
 Foundation for formation of business reputation, corporate image and other ethical components of corporate
 reputation. In connection with the concept of ethically-oriented management protected in the article there are
 the prospects for use of this methodological approach for its application not only to build a successful business
 reputation of the organization, but also in the process of creating a brand, developing a content marketing
 strategy.