Reputation Management of Enterprises in the Context of Modern Management Theories and European Integration

Abstract

Abstract. The article examines the theoretical foundations, methodological approaches, and practical tools of enterprise reputation management in the context of modern management theories and European integration processes. It is substantiated that, under the transition to a knowledge-based economy and the growing requirements for corporate transparency and sustainable development, corporate reputation is becoming a key strategic intangible asset that directly determines an enterprise’s competitiveness, the cost of raising capital, and its opportunities to enter EU markets. It is established that reputation management as an independent managerial discipline lies at the intersection of several theoretical traditions, including stakeholder theory, the resource-based view of the firm, institutional theory, signaling theory, and legitimacy theory. Theoretical approaches to the interpretation of corporate reputation are systematized, and the contribution of each concept to the formation of the modern methodology of reputation management is identified. A five-component model of corporate reputation adapted to the requirements of European integration is proposed, comprising financial, product, ESG, employer, and digital dimensions, each of which includes specific requirements in accordance with the EU regulatory environment. A typology of reputational crises is developed, defining the causes, characteristic manifestations, anti-crisis measures, and response timeframes for four main types: product-related, ethical, digital, and ESG crises. A comprehensive system of KPI-based reputation management is proposed, covering six groups of measurements: stakeholder perception, media and digital reputation, ESG reputation, employer reputation, the financial–reputational nexus, and European integration compliance. Methodological recommendations are formulated for building an enterprise reputation management system aimed at compliance with EU standards, which is a necessary prerequisite for the successful European integration of Ukrainian business.