Features of the formation of a reputation management system considering European integration

Abstract

Abstract. The article provides a comprehensive analysis of the theoretical foundations and practical aspects of building a reputation management system for enterprises in the context of Ukraine's European integration. Based on the resource-based view of the firm, stakeholder approach, and institutional economics, it is argued that corporate reputation meets the VRIO criteria of a strategic resource and requires a systemic managerial approach that extends beyond the PR function. The regulatory environment of the European Union is analyzed, including the impact of the Corporate Sustainability Reporting Directive (CSRD), the Corporate Sustainability Due Diligence Directive (CSDDD), the General Data Protection Regulation (GDPR), and the Whistleblower Protection Directive on the transformation of corporate reputation practices. A comparative analysis of Anglo-Saxon, continental, and Scandinavian reputation management models is conducted, along with the experience of new EU member states (Poland, Czech Republic, Baltic states). The 'reputational paradox' of war is explored: the simultaneous impact of armed conflict as a risk factor and a source of international solidarity and trust in Ukrainian business. Sectoral specificities of reputation strategies for the IT sector, agricultural industry, manufacturing, and defense-tech sector are identified. An original reputation management system model is proposed, based on five principles (compliance-driven start, stakeholder-centric approach, evidence-based reputation, digital-first, crisis preparedness) with a three-stage implementation: compliance → credibility → leadership. It is substantiated that European integration is the most powerful catalyst for building a civilized reputation management system, and enterprises that build such a system first will gain a sustainable competitive advantage in the EU market.