MANAGING THE REPUTATIONAL RISKS OF THE COMPANY TAKING INTO ACCOUNT THE CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY

Abstract

The main stages that can be used to diagnose the level of development of the company's reputation are detailed. Thus, most of the enterprises engaged in corporate social responsibility initiatives are in the 2nd (32 %) and 3rd (36 %) stages, respectively. It has been established that in order to achieve a positive financial and economic effect from corporate social responsibility projects in the long term, it is worth implementing projects at the level of forming a strategy and developing an internal corporate culture. The influence of reputational risks on the development of business reputation has been substantiated.
 The definition of reputational risks in the sphere of corporate social responsibility was clarified and the main characteristics of the stages of reputation risk management were considered. Based on research conducted by Global RepTrak (2019), the main areas of risk occurrence in the field of corporate social responsibility are highlighted. The practical significance of the results obtained lies in the fact that their application in the activities of companies helps to ensure the business reputation and capitalization of the company based on the use of the concept of corporate social responsibility.