DEVELOPMENT AND INDIRECT METHOD OF ASSESSING THE CAPITALIZATION /GOODWILL OF STEEL COMPANIES , ADVICES FOR THE APPROPRIATE MANAGEMENT OF THE BUSINESS REPUTATION AND COMPETITIVENESS

Abstract

Modern business conditions in Russia and in the world require increased demand from the side of owners and managers who have to attend the value of the company. Many modern management strategies are based on the objective not only to achieve a good profitability, but to maximize the company value for shareholders as well. One of the most common indicators integrating different aspects of the company’s activity is the added value. A two-dimension function created by the technology of regression models constructed in form of the second order polynom enables to: – predict the goodwill and capitalization basing for instance on target profits, wages and depreciation; – manage goodwill and capitalization on the basis of their impact on added value components; – transfer the prediction models of public companies on the analog or closely related non-public companies to determine their capitalization and goodwill on the basis of results obtained in the creation of the added value. An indirect method of managing the enterprise reputation and goodwill of public companies on the example of Russian steel companies is outlined. . It is demonstrated that the application of the added value elements as variables allows to obtain an effective model to forecast the capitalization /goodwill of the company thus indirectly influencing the competitiveness on the world market. The outlined method of managing the enterprise reputation can be adapted also by analogy to estimate the value and goodwill of non-public companies.