BUSINESS INFORM №8-2016

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Section: Management and Marketing
UDC 005.334:005.336.6:338.1
Kovtun V. P.
Reputation Risks of Enterprises in the Market of Non-Alcoholic Beverages in Ukraine (p. 168 - 173)
The article is aimed at identifying and studying reputation risks of enterprises in the market of non-alcoholic beverages in Ukraine. The status of development of Ukrainian market of non-alcoholic beverages has been considered; the largest producers of non-alcoholic beverages have been determined; factors contributing to reputation risks, which influence activities of these enterprises have been identified; problem field of management of reputation risks of enterprises – producers of non-alcoholic beverages has been formed. Experience of functioning of both Ukrainian and foreign companies shows that in the current hard competitive market conditions, where 70-80% of the market value of enterprises is accounted for intangible assets, reputation risk is the matter that acquires strategic significance among non-financial risks and should be considered in selecting efficient and secure strategy for an enterprise. In the context of globalization, positive reputation and gained confidence of shareholders, partners and clients quite often help businesses to survive, an effective work to identify and minimize reputation risks appears to be a key task for further development. Therefore, enhancing efficiency of management of reputation risks should become an extremely topical issue for entrepreneurship and current management.
Keywords: reputation risk of enterprise, factors contributing to reputation risks, market of non-alcoholic beverages, management of reputation risks of enterprise, approaches to managing reputation risks
Fig.: 1. Tabl.: 2. Bibl.: 11.

Kovtun Vita P. – Applicant, Department of Economics of Enterprises, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kovtun, Vita P. (2016) “Reputation Risks of Enterprises in the Market of Non-Alcoholic Beverages in Ukraine.” Business Inform 8:168–173.

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