УПРАВЛЕНИЕ РАЗВИТИЕМ РЕПУТАЦИИ
MANAGEMENT OF GOODWILL DEVELOPMENT

Summary/Abstract: The process of corporate reputation management based on achieving three interrelated aims is described in the article. Firstly, the main principles of its development are identified and the algorithm of reputation formation on their basis is constructed. Secondly, its role in the development of the company's potential is defined. And thirdly, the improvement of business structure management's ability to effectively manage the development system of corporate reputation in the long run is offered. Integrated solution to the stated complex issue is possible through the use of effective assessment mechanisms and promotion of the efficient management decisions. In relation to the specific conditions such approach allows identifying the patterns, factors and conditions of the enterprise`s goodwill development more precisely.

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