Adaptive models of reputation management of transnational corporations in areas of high geopolitical instability

Abstract

The study’s relevance stems from the growing impact of geopolitical instability on transnational corporations' activities. The purpose of the article is to substantiate the theoretical and methodological principles of reputation management of transnational corporations and analyze adaptive approaches to its implementation in conditions of political conflicts, sanctions restrictions and increasing global information transparency. The following methods were used in the study: literature analysis – to examine current research on the topic; generalization and systematization – to present the research findings. Results. It has been shown that corporate reputation functions as a strategic intangible asset, shaping stakeholder trust, market positions, and the resilience of companies’ international activities. It has been established that geopolitical instability alters the operating conditions of transnational corporations, creating additional reputational risks associated with their presence in conflict-prone and politically vulnerable regions. The study characterizes the key tension between business economic interests and the increasing demands for social responsibility from stakeholders. It has been determined that effective reputation management relies on integrating geopolitical risk monitoring, stakeholder perception assessment, and strategic communications. It is also demonstrated that the intensity of digital information flows and the development of the global media environment amplify the sensitivity of reputation to managerial decisions, highlighting the importance of transparency, timely communication, and ethical consistency in corporate behavior. Conclusions. It has been established that the development of adaptive reputation management models enables transnational corporations to strengthen the stability of their image capital, ensure greater flexibility in responding to geopolitical risks, and maintain long-term legitimacy and competitiveness in an increasingly unstable global economic environment.