Abstract
The article describes the manifestation of human capital in the formation of the internal and external image of the enterprise. From the standpoint of ensuring the internal image, we are talking about the personal development of employees, the leadership of managers, and the professional potential of the business structure. From the point of view of external image, we are talking about ethical norms determined by corporate culture (social, environmental, legal and interface, etc. characteristics). The above will be manifested through a positive perception of the enterprise and its products on the market
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