Reputational risk management in the corporate marketing system

Abstract

The research aims to substantiate the strategic role of reputational risk management in the corporate marketing system and to formulate approaches to reduce reputational vulnerabilities. To analyze and synthesize the existing academic concepts of reputation and reputational risk, the method of theoretical generalization was applied; comparative analysis is applied to evaluate approaches to managing reputational risks in marketing communications; system analysis - to consider reputational risk as an integrated element of the corporate marketing system; structural modeling - to conceptualize the mechanisms by which marketing communications shape corporate reputation and to illustrate the relationships between the main components of risk management; elements of strategic analysis - for formulating practical recommendations. It was found that reputational risk is a complex, multifactorial phenomenon that is shaped by organizational behavior, communication practices, and stakeholder expectations. Mechanisms by which marketing communications construct and transform corporate reputation are systematized, in particular, symbolic positioning, message consistency, and response to stakeholder feedback. A comprehensive model for integrating reputational risk management is proposed, encompassing risk identification procedures, management coordination, monitoring tools, and adaptive strategic control tools. It has been established that introducing reputational risk management into corporate marketing systems increases the strategic coherence of corporate strategy, marketing communications, and stakeholder expectations. Proactive and analytically sound management methods have been proven to enable organizations to mitigate reputational threats and support value creation in dynamic environments, thereby contributing to long-term corporate sustainability.