BUSINESS INFORM №5-2014

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Section: Management and Marketing
UDC 65.012.32
Tovma O. A.
Assessment of Business Reputation of a Trade Enterprise as an Object of Management (p. 418 - 422)
The goal of the article is justification of a necessity of assessment of business reputation of trade enterprises for their further management and revelation of main tendencies of development of trade networks of Ukraine in this direction. The article studies quantitative and qualitative methods with the help of which goodwill is calculated. Based on this the article reveals the following groups of economic assessment of business reputation: methods that are based on income assessment, which is caused by availability of a brand, and also market and comparative methods. The article offers to study business reputation of an enterprise through calculation of goodwill by the method of excessive profits (income approach) and also identification of its advantages and restrictions in use. It calculates goodwill of trade network enterprises of Ukraine and analysis of its dynamics for 2009 – 2012. It shows reasons of absence of interest of entrepreneurs in increase of business reputation through calculation and analysis of goodwill.
Keywords: business reputation, goodwill, capitalisation rate, net adjusted assets
Fig.: 3. Tabl.: 2. Formulae: 1. Bibl.: 9.

Tovma Olha A. – Postgraduate Student, Department of Economics and catering trade, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Tovma, Olha A. (2014) “Assessment of Business Reputation of a Trade Enterprise as an Object of Management.” Business Inform 5:418–422.

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