THE CONCEPT OF «GOODWILL», THE IMAGE AND REPUTATION OF THE ORGANIZATION

Abstract

The company’s value management strategy is currently noted by many financial analysts and managers as a particularly effective goal-setting tool, which makes it possible to take into account various aspects necessary for the competent management of the company. Goodwill is closely interrelated with such categories as reputation, image, prestige and goodwill – concepts used by various disciplines, for example, economics, marketing, sociology and accounting, to indicate the general position of organizations among their colleagues. Organizations, like individuals, have reputations that create consequences. There is a certain model of how an organization’s reputation is created, with special attention to the role of employee training in reputation formation. Scientists have repeatedly drawn attention to the impact of organizational reputation on the financial performance of the company, especially from the point of view of assessing business reputation. Employee training methods are defined as one of the ways in which the risks of damaging the reputation of an organization can be reduced – or enhanced.
 Objective: to study the relationship of the categories “goodwill”, image and reputation of the organization.
 Method or methodology of the work: a set of research methods has been compiled, in particular such as: historical, comparative legal, formal logical, systematic, statistical, method of concrete sociological research, etc.
 Results: The essential aspects concerning the concepts of “goodwill”, the image and reputation of the organization were considered, and their interrelation was also indicated. Attention is focused on the importance of these elements in the conditions of globalization and digitalization.
 Scope of the results: the results of this work can be applied in the areas of organization management and management, as well as strategic development management.