REPUTATIONAL CAPITAL AND THE INCLUSIVE COMPONENT
AS A STRATEGIC ASSET OF THE ENTERPRISE

Lidiia SHYNKARUK

National University of Life and Environmental Sciences of Ukraine, Kyiv

https://orcid.org/0000-0002-7434-1495

Valentyna CHYCHUN

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0003-0032-9757

DOI: http://doi.org/10.34025/2310-8185-2025-4.100.09

Keywords: inclusive approach, reputational capital; strategic asset; reputation management; measurement; stakeholders; trust; reputational risk, crisis communication; non-financial reporting.

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Summary

Relevance. Problem statement. In a digitized and highly transparent economy, reputational capital shapes trust, access to resources, and business resilience. For Ukrainian firms, war-related uncertainty and rising stakeholder expectations further elevate its strategic relevance. This article frames reputational capital as a managed strategic intangible that translates into financial outcomes, reduces risk, facilitates resource acquisition and ensures an inclusive approach.

Methodology. Methodologically, the study draws on a critical review of Ukrainian and international literature, comparative analysis of concepts and practices, analytical synthesis of reputation metrics, and a structured description of a combined measurement approach (market-to-book gap, stakeholder surveys, client loyalty and employee engagement indicators, media/social-media monitoring, and a reputation-risk map). It also outlines logic-structural pathways for integrating reputation into corporate management and aligns risk procedures with ISO 31000 principles.

Results. The results consolidate a managerial model that couples target trust KPIs, culture–policy alignment with stakeholder expectations, relationship management and continuous monitoring, crisis readiness, and reputation reporting alongside financials; for consumer-sensitive sectors, CSR metrics should be embedded in reputation dashboards.

Practical significance. Practically, the paper offers a coherent approach for embedding reputation into strategic processes and adapting international risk-management practices to Ukrainian conditions. Future research should focus on a theoretical systematization of reputational-capital categories and a consistent conceptual model of their interactions.

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Biographies of authors:

Lidiia SHYNKARUK,

National University of Life and Environmental Sciences of Ukraine

Doctor of Economic Sciences, Professor,

Corresponding Member of the National Academy of Sciences of Ukraine

Valentyna CHYCHUN,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor,

Head of Department of Management, Marketing and Logistics

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