BUSINESS INFORM №2-2015

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Section: Management and Marketing
UDC 659.4:664(477)
Derevianko O. H.
Involvement of Consumers in Building the Reputation of the Domestic Food Industry Enterprises (p. 260 - 271)
The article displays the results of empirical research of consumer involvement into activities of the domestic enterprises of the food industry in general, and in processes of building their reputations in particular. An active involvement of consumers in these processes, in accordance with the author's position, will result in formation of the anti-frailty reputation of enterprise. On the basis of conducted empirical research – survey of 50 consumers as to products of 19 enterprises from different sub-branches of the food industry, a number of trends that confirm dependence of the anti-frailty of reputation as well as prospects for sustainable development of enterprise from the level of systemacity of the reputation management, have been identified. The author uses the concept of «organizational profile of the system of reputation management (SRМ)», which is identified by the presence or absence at the enterprise of certain organizational elements in the system of reputation management: a specialized PR-division (division on reputation management), a document-wise formalized PR strategy and operational plans for PR-work of different horizon periods, a document-wise formalized emergency activities plan (plan of anti-crisis PR-activities), etc. Conclusions have been made about the relationship between organizational profile of the SRМ on the one hand, and the level of involvement of stakeholders-consumers in building the enterprise's reputation on the other hand.
Keywords: anti-frailty of reputation, reputation management, corporate stakeholders, public relations, reputation management model, organizational profile of the system of reputation management
Fig.: 7. Tabl.: 1. Bibl.: 8.

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 Ukrainian
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Reference to this article:
Derevianko, Olena H. (2015) “Involvement of Consumers in Building the Reputation of the Domestic Food Industry Enterprises.” Business Inform 2:260–271.

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