PROBLEMS OF REPUTATION RISK ANALYSIS IN ENTREPRENEURIAL ACTIVITY
The urgency of the problem of monitoring and managing reputation risk is due to the simultaneously increasing importance of public opinion in the context of digital media development, the complexity of assessing corporate reputation and its high degree of vulnerability. Over the past few years, technologies for monitoring reputation have been actively developing, which allow us to monitor changes in the information field regarding the perception of the company and its brand. The purpose of the study is to study modern approaches to assess reputation risk and problematic aspects of the qualitative and quantitative analysis of this type of risk. Systematization of the results of foreign and domestic studies made it possible to identify the main problems and determine the components of reputation risk analysis.
Keywords: reputation, risk, risk analysis, business value, social media, entrepreneurship.
Highlights:
approaches to assess reputation risk used in international and Russian practice were identified;
a three-part model for the reputation risk analysis ws proposed;
marketing aspects of reputation risk analysis were considered.
Irina V. Yakhneeva, Doctor of Economics, Associate Professor; Alexander P. Zhabin, Doctor of Economics, Professor; Svetlana I. Ashmarina, Doctor of Economics, Professor; Elena V. Volkodavova, Doctor of Economics, Professor - Samara State University of Economics.