UDC 330.88
DOI: 10.36871/ek.up.p.r.2023.11.03.002
Authors
Aleksei Zh. Yakushev,
Yulia S. Filina,
Aleksandr S. Melnikov,
Russian University of Economics named after G. V. Plekhanov, Moscow, Russia
Ainura N. Aitymbetova,
M. Auezov South Kazakhstan University, Shymkent,
Republic of Kazakhstan
Abstract
The problem of strengthening the company’s reputation capital is of interest to the heads of different
organizations due to the non-stop increase in the degree of influence of the company’s intangible assets
indicator. The purpose of the article is to develop recommendations for improving the system of reputational
management and strengthening the company’s reputational capital.
The object of the study is Metro Cash & Carry LLC, the subject is the company’s reputation capital system.
Methods used: graphical, tabular, economic and analytical. The scientific novelty lies in the proposal of
concrete steps to improve the company’s reputation management system.
The reputational capital of foreign and Russian companies and reputational capital systems were analyzed
using the example of a retail representative – Metro Cash & Carry LLC, existing problems were highlighted.
Methods have been proposed and the level of its reputation capital has been determined. Proposals
for the management of reputational capital of Metro Cash & Carry LLC are given. It was concluded that this
company has one of the strongest reputational capital in the Russian retail market, but due to the dynamic
reputation, the task is currently to maintain and strengthen the company’s reputational capital.
Keywords
rating, reputational capital, company, system, assessment.
