Reputational assets of an international company as a means of increasing its competitiveness in the Russian market

Anna Viktorovna Komarova and Maria Georgievna Rudenko
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Anna Viktorovna Komarova: Russian Foreign Trade Academy, Moscow, Russia
Maria Georgievna Rudenko: Russian Foreign Trade Academy, Moscow, Russia

Russian Foreign Economic Journal, 2017, issue 9, 85-93

Abstract: Modern socio-economic conditions require international companies to adopt new approaches that promote sustainable economic development and increase their competitiveness in foreign markets. One of such factors is reputational capital. The article presents the analysis of the activities of international companies with different functional areas of managing reputational capital. The main components determining the structure of the company's reputational capital have been systematized, their interrelation has been determined and tendencies to manage this economic category have been revealed.

Keywords: Reputational capital; business reputation; competitiveness; intangible assets; CSR (search for similar items in EconPapers)
Date: 2017
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