Impressions as a theoretical and practical basis for the enterprise reputation

Abstract

The relevance of the article is determined by the fact that the war period requires enterprises to search for new models of economic relations, one of which is the experience economy. Its advantages lie in basing management decisions not only on official statistical information, which is perceived as rational, but also on the subjective emotional perceptions of individuals who make decisions on the development of enterprises. Such a comprehensive approach ensures the improvement of the effectiveness of management decisions based on taking into account both rational and emotional impressions. Therefore, the purpose of the article is to improve the definition of impressions, their properties, functions, measurement indicators and methodological approach to usage. Based on a generalization of the basic definitions of impressions, the article proposes their interpretation as ideas, images and feelings that remain in the mind of the subject and are capable of generating a certain influence on their behavior and actions through the formation of emotions and the presence of practical experience. The main properties (characteristics) of impressions that should be taken into account when forming the reputation of enterprises in the process of strategizing their development are summarized: dynamism, dominance, adaptability, bias, irrationality, ambivalence and attractiveness. The content of the functions of impressions has been expanded, highlighting the following: motivational, protective, evaluative-prognostic, informational-communicative. Taking into account the practical orientation and significance of impressions for the strategy development process, their classification has been improved according to the most practically significant feature – substantive content (patriotic, ideological, sociological, psychological, cultural), according to which a system of partial indicators has been developed, which is proposed to be determined by expert methods, combining integral indicators for each type of impression into a general integral indicator of development. Based on the proposed system of impression indicators, a methodological approach to determining the reputation of enterprises as an emotional component of strategizing their development has been developed for the first time.