Reputation as a factor of competitive advantages and long-term development of the company
DOI:
https://doi.org/10.26565/2310-9513-2025-22-18Keywords:
corporate reputation, reputational capital, competitive advantages, intangible assets, strategic development, corporate social responsibility, reputational risk, reputation management, sustainable development, online reputation, goodwillAbstract
In the context of globalization, digital transformation, and information transparency, corporate reputation represents a strategic resource and a key factor in shaping a company's long-term competitive advantages. It has been established that in a world where more than half of the market capitalization of leading companies is formed by intangible assets, reputation serves as a crucial indicator of business resilience, trust, and investment attractiveness. Reputational capital integrates the economic, social, and ethical behavior of a company and is shaped by product quality, corporate culture, ethical management decisions, communication transparency, and stakeholder engagement. The aim of this study is a comprehensive examination of the role of corporate reputation as a factor in forming competitive advantages and ensuring the long-term development of a company in the modern business environment. The subject of the research includes the mechanisms through which reputation influences competitive advantages and long-term development, i.e., the ways in which reputational capital can be converted into economic and social value. The study employs a combination of theoretical and empirical methods: a systems approach, analytical and comparative analysis, content analysis, generalization, case study analysis of successful and crisis reputation management, analysis of corporate reputation rankings, and expert assessments from professionals in corporate communications and marketing. The integration of these methods provides a comprehensive approach to studying reputation and identifying practical trends for both Ukrainian and international companies. Special attention is paid to the relationship between reputation and competitive advantages, the systematization of management tools (internal, external, and digital), reputational risks, and principles of crisis response. It is demonstrated that reputation is integrated into sustainable development strategies and ESG approaches. The findings of this study can be used to develop corporate reputation management strategies, improve monitoring systems, train specialists in PR, management, and marketing, and guide further research on the impact of digitalization, artificial intelligence, and ESG transformation on corporate reputation.
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