Methodological Approach to Elaborating Strategy for Consolidation of Enterprise Business Reputation

The article provides the author’s view on elaboration of strategy for consolidation of enterprise business reputation, which is based on researching processes of its elaboration, identification of pathologic conditions in the process, classification and typification of business reputation. The following criteria were used: degree of influence on enterprise competitiveness, nature of impact on competitiveness and possible cooperation, which helped identify optimum classification for the research, and namely destructive, normal and constructive types of enterprise business reputation. In order to reduce the number of pathologic types in elaborating enterprise business reputation a triangle classifier was proposed, which gave an opportunity to identify three types of pathologies in shaping enterprise business reputation: acceptable, hard and critical. Proceeding from obtained results strategic alternatives were worked out to consolidate enterprise business reputation, which can help change destructive (negative) business reputation to constructive (positive) in case competitive statuses ‘Outsiders’ and ‘Followers’ are used characterizing negative business reputation and ‘Promising’ and ‘Leaders’ that characterize positive business reputation. The final choice of strategic alternative for consolidation of business reputation should be made with due regard to certain type of pathology in its formation, competitive status, identified factors of business reputation and trend of realizing strategy of its consolidation.