BUSINESS REPUTATION AND ITS ROLE IN THE DEVELOPMENT OF A DESIGN INSTITUTE

Abstract. The influence of business reputation on the efficiency of development of the State Research Institute of Building Constructions is investigated. The economic essence of the concept “goodwill” as an intangible asset is established. The model of goodwill valuation for the construction scientific institute on the example of the State Research Institute of Building Structures is developed. To date, the assessment of business reputation has become more and more interested in enterprises due to the instability of markets. Formation of positive goodwill becomes extremely important, because positive goodwill can distinguish the enterprise among others engaged in similar activities, expand the circle of consumers, strengthen the position in the market. Thus, in the course of the study, the main components of the business reputation of the SE NDIBK in the pre-war period were identified and the calculation of goodwill for the construction design institute was proposed using the factor method. The main components of the goodwill of SE NDIBK are grouped according to the following factor indicators: history (number of years on the construction and design market, rhythmic performance of scientific research and scientific design works); personnel (staff professionalism, level of education, knowledge, skills staff experience); means (material and technical base financial autonomy unfinished works); image (citation, case law of the organization, feedback from customers, information on international scientific cooperation). It was determined that the value of goodwill of SE NDIBK as of 01.01.2022 of the pre-war period is 66.06, which is a fairly good result, given that the best value that can be obtained by the value of goodwill using this method is 100. To summarize, goodwill plays a significant role as a key performance indicator (KPI) in the business world. It helps stakeholders understand the value of intangible assets, such as reputation and customer relationships, that contribute to a company's success. By considering goodwill as a KPI, companies can better assess their competitive advantage and make more informed decisions about mergers and acquisitions.