База знань
REPUTATION MANAGEMENT IN BUSINESS
THEORY, METHODOLOGY, TOOLS, COUNTRY SPECIFICS
This monograph is about the development of fundamental principles of reputation management of companies and associations, as well as the development of corresponding methodological support.
It has been proven that the reputation antifragility (its ability to self-sustain without active management) is a criterion for the effectiveness of the target model of reputation management.
A conceptual approach to form a reputation management system for business structures is substantiated, the quality of which is determined by: interaction with stakeholders and the nature of feedback from them; the activity of using reputation management tools (regularity/intensity and quantitative indicators of their application within the framework of product PR, corporate PR and IR, internal PR, GR and PR & CSR); the presence and level of organizational prerequisites (functional, systemic or strategic) for the reputation management system.
Special emphasis is put on the analysis of the Ukrainian country-specific features in terms of the practical application of reputation management tools by local companies and international companies` divisions.
- Dr. Olena Derevianko Dual Doctor of Science (Economics, Political Economy)
- Expert Reputologist, Opinion Leader
- Managing Partner of the PR-Service Agency
- Vice President of the Ukrainian PR League,
- Head of the Crisis Communications Committee of the Association of Corporate Security
- , Published Author.
A Doctor of Economics and one of the most respected scholars and methodologists in the Ukrainian school of reputation management, she has authored over 200 articles in various print media and co-authored several textbooks for students of economics universities. She teaches master classes for MBA students and entrepreneurs from various sectors of the economy, as well as PR specialists for government agencies and NGOs, and regularly conducts open and closed workshops. She is a regular speaker at professional conferences covering various industry areas and topics.