Abstract
In the conditions of severe sanctions and the consequences of the pandemic, Russian entrepreneurs are looking for ways to main-tain positions in the domestic and global market. One of the main ways to fight com-petition are image and reputation, closely related concepts. However, not all organiza-tions see the difference between them and understand how to use them correctly, which is why they do not exist for long. The article examines the difference between image and reputation, as well as analyzes the depend-ence of business life expectancy on the level of reputation.
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