CAPITAL OF PUBLIC ACCEPTANCE AS A TOOL FOR MANAGING THE PROCESSES OF BUSINESS INTERNATIONALIZATION
The article deals with the imperatives of business organization in the transformation of national companies into international ones. The potential of the synergy of economic and public diplomacy in the use of "soft power" tools for resolving relocation problems is being explored - the expansion of the scale of the economic presence abroad. The variant of initiation and program development of managerial decisions on activization of measures of socially responsible behavior during the implementation of projects of cultural and humanitarian support of business is substantiated. n approach is proposed to evaluate the effectiveness of decisions expressed by creating favorable conditions for doing business by overcoming entry barriers and preventing post-entry barriers (including social, cultural and ethnic barriers, etc.), namely, achieving loyalty of the titular population of the country relocation of business and ensuring on this basis a sustainable competitive advantage international companies in the form of capital of public acceptability.