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BUSINESS INFORM №11-2015

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62

Section: Management and Marketing
UDC 659.4:664(477)
Derevianko O. H.
Trends in the Establishing Reputation Capital of the Food Industry Enterprises (p. 384 - 392)

The article reflects the results of an empirical research on the trends in the establishing reputation capital of the food industry enterprises. Reputation potential are the possibilities for successful development of business, with support of stakeholders' audiences; a measure of presence/absence of such support is the dynamics of business value. The author's study of the value of food industry enterprises and trends in its change is built on a combination of two approaches: external valuation (carried out by market experts or by the author by means of the analogues method) and internal valuation (based on indicators of financial statements). With a view to approbation of the author's methodological approaches, a selection of enterprises through choosing four or five major, on the basis of the annual volume of production and sales (net income), enterprises in each sub-sector of the food industry of Ukraine has been substantiated. The following trends in establishing reputation capital of the food industry enterprises and associations have been empirically confirmed: effective brand management policy and application of tools of reputation management contributes to establishing reputation capital as evidenced by the substantial excess of the market capitalization of a number of companies in the domestic food industry over the internal balance assessment of their value; increment of reputation capital significantly affects the dynamics of business value; the effect of «mirror image» significantly complicates the process of providing a realistic market valuation of Ukrainian (subsidiary) enterprises of global corporations with well-known brands, where the reputation component of the global business value often exceeds the immediate value of the assets of its Ukrainian unit.
Keywords: reputation, reputation management, reputation potential, capitalization of business, brand value
Fig.: 2. Tabl.: 1. Bibl.: 26.

Derevianko Olena H. – Candidate of Sciences (Economics), Associate Professor, Candidate on Doctor Degree, National University of Food Technologies (68 Volodymyrska Str., Kyiv, 01033, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Derevianko, Olena H. (2015) “Trends in the Establishing Reputation Capital of the Food Industry Enterprises.” Business Inform 11:384–392.


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