IDENTIFICATION OF A COMPANY’S REPUTATION MANAGEMENT MODEL
In the article, the general reputation management (RM) model is substantiated; a system of criteria for model identification has been formed; and typical company reputation management models have been described. It has been proven that reputation management model identification must be performed in three domains: firstly, by reviewing the level of interaction with key stakeholders (feedback review and stakeholder’s involvement in a company’s positive reputation formation); secondly, research of how active the measures towards formation and maintenance of reputation are; thirdly, development the level of the reputation management system’s organizational component within a company. At the same time, a company’s reputation management model identification should be performed based at calculation of scored points in each of the three dimensions delineated above. The author draws an inference that the development of proposals with regard to the improvement of the reputation management system must be based upon the following fundamental provisions: firstly, for a company to be able to reach its goals in different business areas, different levels of stakeholder relations development will be sufficient; secondly, emphasis on increase of reputation for a certain stakeholder group, not all stakeholders at once, is justifiable; thirdly, the durability of the formed positive reputation, which is its ability of self-sustenance under the absence of any active RM measures, serves as an efficiency criterion for the targeted company’s reputation management model.