Abstract
There are many interpretations of the term reputation'. Most authors refer to the general definition of reputation, considering reputation (fr., from lat. 'Reputatio' reflection, reasoning) as "a common opinion about the merits and demerits of someone, smth". The nature and essence of the business reputation of the enterprise are multifaceted and depending on the discipline studied, each researcher has his own interpretation. As well as the very concept of reputation for various fields of science is interpreted differently, the methods of assessment differ. In this article, we analyze the Economic Assessment of the Dependence of an Organization's Competitiveness on Reputation Capital and consider the tools that form reputation capital and methods for assessing it. Based on a review of existing factors in the formation of reputation capital and valuation methods, we will be able to identify key focuses for further research. In the course of the analysis carried out in the work, we found that the formation internal factors of reputation capital play a significant role in ensuring competitiveness, namely, the organization's personnel, its corporate culture.
Highlights
There are many interpretations of the term reputation
The most common is the method of assessing business reputation as goodwill – this is the difference between the market capitalization of the company and its book value
As part of the development of the reputation capital theory, in the future it is necessary to develop more independent quantitative methods for assessing reputation. We consider it appropriate to present the whole range of measures for the formation, tactical and strategic management of reputation capital in the form of a reputation strategy
Summary
There are many interpretations of the term reputation. Most authors refer to the general definition of reputation, considering reputation ‘Reputatio’ reflection, reasoning) as “a common opinion about the merits and demerits of someone, smth”. The nature and essence of the business reputation of the enterprise are multifaceted and depending on the discipline studied, each researcher has his own interpretation. The concept of business reputation is supplemented by interpretations and emphasis, depending on the discipline that shows interest in this phenomenon (Table 1 shows the interpretation of the definition of “reputation” depending on six areas of knowledge, according to Charles Fombrun and Key Van Rila) [3].
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