THEORETICAL FOUNDATIONS OF AUTOMATION OF CORPORATE REPUTATION CONTROL
DOI:
https://doi.org/10.32782/3041-2080/2025-4-10Keywords:
corporate reputation, intangible assets, strategic management, management automation, Big Data, artificial intelligence, reputation risks, reputation management, reputation control, stakeholders, competitive advantages, information systemsAbstract
The article is devoted to the study of corporate reputation as a key category of modern strategic management and the justification of the need to automate corporate reputation control and management. Reputation is conceptualised as a multidimensional phenomenon shaped by a company’s historical actions, financial performance, product quality, and social responsibility. Special attention is given to the characterisation of reputation as an intangible asset with a cumulative nature that meets the criteria of the resource-based view of the firm and provides sustainable competitive advantages. The paper analyses current approaches to corporate reputation assessment, including traditional index-based methodologies (RepTrak, Fortune’s Most Admired Companies) as well as advanced Big Data, artificial intelligence, and natural language processing technologies. Probabilistic models and social network models for decentralised systems are considered, alongside the application of fuzzy logic to formalise qualitative reputation assessments and centralised versus decentralised mechanisms for collecting and aggregating reputation evaluations. Particular emphasis is placed on technologies for analysing unstructured data from social media, news portals, and corporate reports. Empirical relationships between corporate reputation and the firm’s financial indicators are examined, including its impact on return on assets, market capitalisation, cost of capital, and the ability to attract investments on more favourable terms. The article pays special attention to methodological issues in reputation assessment, including multidimensionality, dynamism, subjectivity of perception, and the lack of unified approaches. A comprehensive solution is proposed through the development of integrated information systems for automating reputation control, combining data from various functional subsystems of the enterprise and external sources. The paper substantiates the need to develop a multi-criteria reputation evaluation model based on fuzzy logic and to integrate reputation indicators into the overall corporate governance system as a basis for strategic decision-making.
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