Factorial models of business reputation management as a driver of construction companies capitalization growth
The realities of the Russian economy and the specifics of the construction industry define new priorities for the management of construction organizations. In these conditions, the role of business reputation is increasing, because this indicator becomes the driver of the company's capitalization growth. The management system based on the regulation of financial assets has shown its inefficiency. This is evidenced by the structural problems of the construction sector. Companies need to rethink approaches to corporate management, including goal setting and tools. This issue is particularly actual for the construction industry, because it is the most sensitive, volatile and affected by many factors. In these conditions, the key management guidelines should be qualitative parameters combined in the concept of business reputation. It acts as a driver of the company's growth and allows to form sustainable development strategies. The author considers the key problems of the construction industry, which are associated with intra-sectoral transformations and macroeconomic factors. The author substantiates the need to build a management system focused on the formation of reputation resources. The article reveals the concept of business reputation and defines its role for all participants of the construction market. The article presents the factorial model of business reputation management of construction organizations developed by the author. Classification of the factors influencing formation of business reputation is considered. The role of drivers in the management system is explained and effective management tools to each group of indicators are defined. The practical application of the obtained results of the study is possible in the process of managing non-financial assets and assessing the business reputation of construction companies. It is assumed that the factor model will be the basis for creating an effective reputation management system. The main objective of such a system is to achieve strategic stability of construction enterprises in the volatile macroeconomic environment.