RESTORING A COMPANY'S BUSINESS REPUTATION IN THE CONTEXT OF ECONOMIC SECURITY

The article provides a theoretical analysis of how to restore a company's business reputation. It explores the various factors that can lead to a reputation crisis and categorizes different types of reputation crisis situations. Utilizing the typology created by W. T. Coombs (2007), this article outlines the characteristics of three primary strategies and one secondary strategy for restoring business reputation and discusses their practical applications. The authors offer recommendations for developing effective strategies for reputation restoration, emphasizing the importance of ensuring economic security. Strategies for restoring a company's business reputation should be approached from various dimensions: economic, legal, and socio-cultural. Additionally, authors provide indicators that can be used to monitor the progress of these restoration reputation efforts.