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TERRA ECONOMICUS

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  • 2013
  • No 3.2
  • Business reputation: estimation and management economic-legal technologies in relation to the new environment

Business reputation: estimation and management economic-legal technologies in relation to the new environment

TERRA ECONOMICUS, , Vol. 11 (no. 3.2),
p. 11-16

The problem of the organization’s business reputation assessment and management is considered in the article in the context of contemporary socio-economic development focus on innovation. Peculiarities of business reputation profit-generating function, shaping its understanding as the positive or negative social evaluation of the business skills and business organization indicators’ aggregate, which affects the organization’s participation in public relations and its social, including property, status, are exposed. The complex multi-criteria busi-ness reputation assessment method of hierarchies analysis, allowing to make the conclusion about company’s business reputation on the basis of multi-stage pairwise comparison of criteria for a given scale, is requested. It is shown that justification of the reputational harm compensation measure for business reputa-tion civil-law protection is one of the actual reputation management areas.


Keywords: Business reputation; intangible assets of the organization; value creating reputation management; multicriteria evaluation by the method of hierarchies analysis; rating of alternative solutions; consumer capital

References:
  • Alsop J. (2006). The 18 Immutable Laws of Corporate Reputation: Creating, Protecting and Repairing Your Most Valuable Asset. L.: Kogan Page.
  • Dawling Gr. (2013). Reputation of the firm: creation, management and effectiveness estimation: Translated from English. M.: Consulting group “IMIDGE-Contact”; INFRA-M. (In Russian.)
  • Erdelevsky A.M. (2007). Indemnification of moral harm: analysis and comment of legislation and judicial practice. 3-d edition. M.: WaltersCluver. (In Russian.)
  • Fombrum C. and Van Reil C. (2012). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. L.: Routledge.
  • Lazareva E.I. (2010). Strategy of the national welfare development in the innovation economic growth interests: results of the system parametristic indication. Economic Herald of the Rostov State University. № 3. (In Russian.)
  • Lazareva E.I. (2011). Methods of ecologically sustainable development innovative-oriented economic strategies’ modeling. Rostov-on-Don: South Federal University. (In Russian.)
  • Zaman A. (2008). Reputational Risk: how to manage for value creation. Translated from English by Y. Kostrubov. M.: ZAO “Olympus-Business”. (In Russian.)
Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606