(BA School of Business and Finance, 2021) Zamlynskyi, V.; Livinskyi, A.; Zakharkiv, I.; Korneeva, T.; Корнєєва, Т. С.
Modern socio-economic life requires research on the basic factors of development on the mission and values
of the company, business reputation, brand, motivation, anti-crisis measures, corporate culture, effective
communications as a set of human capital investments, which can be both the greatest value and the greatest
risk, and their quality acts as a renovation element of enterprise management. In today's market situation,
business reputation should become an integrative integrity and an important strategic asset, which is due to
the growing importance of creating competitive advantages for the company through intangible assets, the
growing importance of non-price competition, the role of personal ties, institutional and social investments,
direct sales, knowledge and consumer confidence becomes the guarantor of a successful business.