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Specifics of Image Management for IT Companies in Ukraine
Bilozubenko V. S.

Bilozubenko, Volodymyr S. (2025) “Specifics of Image Management for IT Companies in Ukraine.” Business Inform 10:203–212.
https://doi.org/10.32983/2222-4459-2025-10-203-212

Section: Information Technologies in the Economy

Article is written in Ukrainian
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UDC 338.2:659.4

Abstract:
The article is devoted to the issue of the image of IT companies and its various components. The importance of this research area is determined by the development of e-business and e-commerce, as well as large-scale digital transformations, for which the IT industry serves as the main provider. In Ukraine, the IT sector is one of the fundamental branches of the economy. IT companies play a key role as leaders of socioeconomic modernization in line with global trends. The aim of the study is to identify the main directions and specific features of ensuring the image of IT companies in Ukraine. The article characterizes the context of forming and maintaining the image of IT companies, which is related to the emergence of the digital economy. The development and spread of digital technologies have led to the growth of the IT sector, the rise of the Internet economy, e-business, and e-commerce. General aspects and directions of digitalization and digital transformations in various fields are identified, which have expanded the role of IT companies in the economy. This includes supporting different types of economic activities, creating a technological base, and developing digital infrastructure. The article takes into account the peculiarities of the emergence of the IT sector in Ukraine, which stimulates growth, innovation, and greater openness of the economy. The IT business plays a particularly important role in promoting socioeconomic modernization. In this context, the importance and scope of studying the image of IT companies are substantiated, as well as its significance for marketing, competitiveness, and other areas. The growing expectations of the State and society regarding the image of IT companies are considered, which broadens its conceptual foundations. The specific features of ensuring the components of IT companies’ image are identified, particularly for international companies, including the following elements: corporate strategy, organizational design, corporate culture, strategic communication, business culture, innovativeness, social responsibility, and product image. The article also takes into account the specific features of image formation during wartime, which has changed business priorities and requirements, particularly in terms of maintaining the sustainability of digital modernization. The importance of the international aspects of image building is emphasized.

Keywords: digital economy, IT sector, IT company, image, reputation, image management, image management areas, international IT business.

Bibl.: 16.

Bilozubenko Volodymyr S. – Doctor of Sciences (Economics), Professor, Professor, Department of International Economic Relations, University of Customs and Finance (2/4 Volodymyra Vernadskoho Str., Dnipro, 49004, Ukraine)
Email: [email protected]

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