MANAGING THE SUSTAINABILITY RISKS OF THE UNIVERSITY SYSTEM: STRATEGIES AND MODELS

The article is an analytical review of the research results of domestic and foreign scientists on the problem of corporate identity management as a factor in ensuring the sustainability of organizational systems. The aim of the project is to summarize the main approaches to understanding the role and importance of corporate identity and corporate style in managing the sustainability risks of organizational systems in general, and university systems in particular. The principles of the methodology of the system approach are used, qualitative analysis and theoretical generalization are carried out. It is shown that the models and strategies of corporate style management of the university are aimed at ensuring sustainability, improving the image and competitiveness of the university. Corporate style is understood mainly as a tool for increasing the competitive advantages of an organizational system. Accordingly, the strategic management of the process of creating an organization's corporate identity is being investigated, and theoretical approaches to its formation and development are being developed. It is noted that the definition of the corporate style structure contains seven main components: corporate communication, design, corporate culture, corporate behavior, organizational structure, industry identity and corporate strategy. It is emphasized that the model based on the concept of corporate visual identity is becoming increasingly widespread in management practice. It is revealed that visual communications with stakeholders play an important role in the corporate identity management strategy through the promotion of corporate style. Visual communications, including websites, are considered by a number of researchers as a new model of corporate visual identity management. Researchers include university visual images among the main components of corporate style. Considering that internal control mechanisms are traditionally treated an important component of the classical corporate governance model, the role of internal auditors as a key element of corporate governance in actively supporting corporate sustainability is outlined. The thesis is revealed that the relationship between corporate sustainability and corporate identity is explored at the strategic level. At the same time, the relationship between corporate sustainability and corporate style is considered at the instrumental level as an effective risk management tool for the organizational system of a modern university. The relevance of further formation of the theoretical basis for the study of the problem is substantiated.