WAYS TO INCREASE THE COMPETITIVENESS OF BUSINESS ENTITIES

Abstract

In the context of globalization of the market economy, it is important to increase the competitiveness of enterprises. Each of them should strive to achieve economic success not by launching a flow of counterfeits or tax evasion, the use of other illegal means of enrichment, but by increasing the competitiveness of the company, its business reputation. Business reputation refers to intangible assets, objects of industrial property rights and, in particular, to the means of individualization of goods and participants in economic circulation. Means of individualization include such objects of intellectual (industrial) property as marks for goods and services or trademarks, indications of origin of goods, trade names and industrial designs used to distinguish one product or business entity from another. An important place among the above means of individualization belongs to the company’s image, its business reputation. Hence the need to study the essence of business reputation and ways to improve it as a means of increasing the competitiveness of enterprises. A distinction should be made between “reputation” and “business reputation”. Reputation is a socially positive assessment of a person’s social qualities, a general opinion formed about someone or something. Business reputation is considered a narrower concept than reputation, because it covers the assessment of a person (legal entity) only in the field of social and industrial relations. The selection of these components of reputation is quite important. After all, their optimization helps to solve the problem of raising business reputation to a higher level, and thus ensure the competitiveness of the enterprise. Sufficiently complete definition of all essential components of business reputation is very important for the subsequent development of organizational and legal program documents: complex (target complex) programs, strategies to increase the competitiveness of enterprises. The selection of these components of reputation is quite important. After all, their optimization helps to solve the problem of raising business reputation to a higher level, and thus ensure the competitiveness of the enterprise. This is the first. Second. A sufficiently complete definition of all the essential components of business reputation is very important for the subsequent development of organizational and legal program documents: comprehensive (targeted comprehensive) programs, strategies to ensure the competitiveness of enterprises. The system of the above components must be supplemented. We propose to introduce such a component of business reputation as an image to add an indication of the most important – the international image of the state to which the company belongs or (if the company is private) – an indication of the citizenship of the ultimate owners of the enterprise. It is also necessary to supplement the main components of the business reputation of the enterprise indicators of business innovation: innovation of enterprise products, production process and so on.