Reputation Management Technological Tools: a Stakeholder Approach
Reputation management, as a new segment of the corporate governance system is experiencing significant dynamic impacts, particularly in the conditions of an information economy, which in the result creates a number of new challenges and, at the same time, opportunities. In the conditions of global absorption by the Internet of all spheres of human life and activity of companies the circumstances of formation and management of corporate reputation radically change. The purpose of the conducted study is an attempt to solve the issue of finding an effective tool for constructing the company's corporate reputation in the context of existing interests and expectations of its key stakeholders. It has been ground that a number of modern technological approaches and methods of reputation management for constructing corporate reputation of a company taking into account the interests of key stakeholders have been developed and tested at the theoretical and practical levels. Each of them is characterized by peculiarities of application, differently forming influence on groups of stakeholders, and also have certain advantages and disadvantages. It has been proved that the manifestation of advantages and disadvantages of each technological approach can be traced depending on the size of a company, type of activity and priorities of its key stakeholders. It has been determined that most technological approaches to reputation management are developed and focused on constructing a corporate reputation among the representatives of a consumer group of stakeholders. This is due to the strategic importance of this group of stakeholders, which most strongly expresses the level of competitiveness of a company in the market and ensures the financial stability of the business. It has been noted that the use of technological approaches in the process of constructing and maintaining a positive corporate reputation should be supported by the formation of the reputational assets of a company and the development of its corporate social responsibility. These activities require significant efforts and resources of a company. The scientific value of the conducted researches is a supplement to the theoretical and methodological basis of reputation management, in particular in the part of grounding and expediency of using technological approaches of constructing corporate reputation in accordance with the interests and expectations of key stakeholders of a company.