Conceptual approaches to the management of the company's reputation capital

The article systematizes and analyzes the basic approaches to the organization and implementation of reputation capital management of companies. We have identified only six approaches: system-synergetic, functional, project-based, dialectical, institutional, neoinstitutional and the approach of forming and using a balanced scorecard. The system-synergetic conceptual approach to the organization and implementation of management activities in the field of reputation capital development is based on the synthesis of theory and methodology of the general theory of systems. Within the framework of the functional approach by economic systems, attention is focused on the nature, degree of rationality of the formation and implementation and directions for improving the functions of managing the development of the company's reputation capital. Within the framework of the project approach, a complex economic system is considered as a system of interrelated, but relatively isolated projects. The dialectical approach is based on the complex use of the dialectical method of studying processes and phenomena within the framework of economic analysis. In the context of the institutional approach, special attention is paid to the impact on the development and ensuring the financial and social efficiency of the economic system. The neoinstitutional approach is a logical development of the institutional approach to the management of economic objects. Within the framework of the balanced scorecard approach, it is assumed that the management of an economic system, in particular a commercial organization, is the more effective the more balanced the individual blocks of indicators characterizing the content of diverse financial and economic processes of the functioning and development of the organization.

Within the framework of each of the identified management approaches, a certain range of methods and models of financial, economic and managerial analysis is presented. The authors also considered and grouped the main types of transaction costs in relation to the management of the company's reputation capital.

1. Safiullin M.R., Pavlova Kh.A. Reputation: from recognition to trust // Kazan Economic Bulletin. – 2022. – No. 3 (59). – P. 17–24.

2. Safiullin M.R., Elshin L.A. Modeling of expectations of economic agents as instrument of diagnostics of economic cycles (on the example of the Russian economy) // Quid: Investigacion, Ciencia y Tecnologia. – 2017. – Vol. 1. – Is. 28. – P. 870–875.

3. Von Bertalanffy L. General System Theory: Foundations, Development, Applications. – N.Y.: George Braziller, 1968. – 289 p.

4. Safiullin M.R., Elshin L.A., Prigunova M.I. Statistical approaches to assessment of influence of regional conjunctural and institutional capacity on development of productive forces // Journal of Economics and Economic Education Research. – 2016. – Vol. 17. – Spec. Is. 2. – P. 96–104.

5. Safiullin A.R., Shakirzyanov N.R., Ravzieva D.I. Infrastructure for regional development investment projects // Journal of Social Sciences Research. – 2018. – Vol. 2018. – Spec. Is. 1. – P. 281–284.

6. Black F., Scholes M. The Pricing of Options and Corporate Liabilities // Journal of Political Economy. – 1973. – Vol. 81. – No. 3. – P. 637–654.

7. Kantorovich L.V. Economic calculation of the best use of resources. – M.: Publishing House of the Academy of Sciences of the USSR, 1960. – 350 p.

8. Nemchinov V.S. Selected works: in 6 vol. – M.: Nauka, 1967.

9. Granberg A.G. Fundamentals of regional economy. – M.: Publishing House of the Higher School of Economics, 2004. – 495 p.

10. Safiullin M.R., Elshin L.A., Prygunova M.I. Mechanisms and methods of statistical analysis and accounting of the phase shifts at cyclic development of economy in the conditions of increased uncertainty of institutional and market environment // International Journal of Applied Business and Economic Research. – 2016. – Vol. 14. – Is. 15. – P. 11171–11184.

11. Zavalishin A.V. Problems and prospects of accounting for institutional changes in management // Problems of Management Science. – 2022. – No. 5. – P. 64.

12. Safiullin M.R., Elshin L.A., Galyavov A.A. Institutional and tactical potentials and their influence on development of regional productive forces and trajectories of economic development (prognostic approaches) // Journal of Economics and Economic Education Research. – 2016. – Vol. 17. – Spec. Is. 2. – P. 227–236.

13. Ryzhko A.L. Organizational communications. – M.: Yurayt, 2018. – 356 p.

14. Kaplan R., Norton D. Strategic maps. Transformation of intangible assets into material results. – M.: Olymp-Business, 2022. – 486 p.

15. Ivanter V.V. Management of the development of domestic industry. – M.: Armada, 2021. – 176 p.

16. Kaplan R., Norton D. Balanced Scorecard. From strategy to action. – M.: Alpina Publisher, 2021. – 320 p.