Reputational assets of an international company as a means of increasing its competitiveness in the Russian market

Abstract

Modern socio-economic conditions require international companies to adopt new approaches that promote sustainable economic development and increase their competitiveness in foreign markets. One of such factors is reputational capital. The article presents the analysis of the activities of international companies with different functional areas of managing reputational capital. The main components determining the structure of the company’s reputational capital have been systematized, their interrelation has been determined and tendencies to manage this economic category have been revealed.