The effective corporate reputation management in today’s business environment requires new research approaches that are based on a combination of social, psycho-emotional, behavioral and economic theories, and practices. The company’s corporate reputation is formed in retrospect and is being accumulated on the basis of thoughts and impressions due to the relationships with various contact groups. According to the theory of behavioral economics, decisions made by stakeholder are often based on cognitive biases and, as a result, are inconsistent with rational behavior. Under such conditions reputational risks may arise, as the company’s key stakeholders may not take into account the advantages of corporate reputation and its components. In this context, the methodical approach to the corporate reputation management has been proposed on the basis of the structural analysis of the dynamicity of its components. The peculiarity of the approach lies in the construction of a matrix that reflects the list of key stakeholders and main attributes of corporate reputation, the combination of which makes it possible to identify the structural components of the company’s corporate reputation. To study structural changes in the company’s corporate reputation it has been proposed to calculate such indicators: the coefficient of the structural formation of corporate reputation, the coefficient of the coordinated volatility of the corporate reputation components, the coefficient of the direction of change of the corporate reputation components. The calculation of these ratios allowed us to obtain information about the structural content of corporate reputation in the dynamics, namely, taking into account the structural components of the financial and social effects. We believe that the definition of indicators of the dynamics of the structural components of corporate reputation in the aggregate expand the method of evaluating the object of study in the dynamics and complement the information field of the reputation management in terms of behavioral theories.

在当今的商业环境中，有效的企业声誉管理需要基于社会，心理情感，行为和经济理论与实践相结合的新研究方法。该公司的企业声誉是经过回顾后形成的，并且由于与各个联系小组的关系而在思想和印象的基础上不断积累。根据行为经济学理论，利益相关者的决策通常基于认知偏差，因此与理性行为不一致。在这种情况下，可能会产生声誉风险，因为公司的主要利益相关者可能没有考虑到公司声誉及其组成部分的优势。在这种情况下，在对企业声誉管理的组成部分进行动态结构分析的基础上，提出了企业声誉管理的方法论方法。该方法的独特之处在于构建了一个矩阵，该矩阵反映了关键利益相关者的列表和企业声誉的主要属性，两者的结合使得可以确定公司企业声誉的结构性组成部分。为了研究公司声誉中的结构变化，已经提出了计算这样的指标：公司声誉的结构形成系数，公司声誉成分的协调波动系数，公司变化方向的系数。声誉组成部分。这些比率的计算使我们能够获得有关企业声誉动态中结构性内容的信息，即考虑到财务和社会效应的结构性成分。我们认为，总体上企业声誉的结构要素的动态指标的定义扩展了评估动态研究对象的方法，并根据行为理论补充了声誉管理的信息领域。