Abstract
Purpose: The paper explores the new role of business reputation in the formation of competitiveness of a modern university. Methods: Open Internet data, tools of ecosystem and project approach, methods of system analysis, theory of synergetics and innovation management were used. Results: The definition of “business reputation” and “goodwill” of the university was analyzed. It is shown that the reputation mechanism of the university in the context of a new geopolitical agenda and challenges to national technological sovereignty can and should become an applied tool for the transformation of domestic universities in all development tracks. Practical significance: a graphical model of the university's reputation mechanism is proposed as a set of measures to build a sustainable impact model of the university based on ecology, social policy and corporate governance. The implementation of the activities of the reputation mechanism will become a driver for the key tracks of the university’s policies and projects based on, on the one hand, media activity (both individual employees and departments, and the rector), and increasing the added value of services on the other hand.
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