Конференції-2024
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UKR: Матеріали конференцій, що відбулися 2024
ENG: Proceedings of conferences held in 2024
ENG: Proceedings of conferences held in 2024
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Browsing Конференції-2024 by Author "Faizova, Svitlana O."
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Item Business Image of the Enterprise as a Key Factor of Its Competitiveness(Jourfond, Dnipro, 2024) Faizova, O. L.; Faizova, Svitlana O.; Motiakin, I. V.ENG: Purpose. The goal is to improve the methodology for evaluating the image of a value-oriented enterprise based on the concept of a balanced scorecard (BSC). Methodology. System-structural analysis and the method of logical generalization were used to clarify the essence and place of the image in the structure of the company's intangible assets, factor and economic-mathematical analysis - to form the BSC management panel and calculate the integral index of the corporate image; critical analysis - to compare alternative approaches to BSC formation and the role of the company's image in the implementation of its value growth strategy. Findings. The role of intangible assets, business image of the enterprise as a strategic factor of success, competitiveness of the enterprise on the domestic and international markets is determined. As a basis for assessing the image of a domestic value-oriented enterprise, we chose the normative method of integral assessment of the investment attractiveness of enterprises and organizations. It involves determining the financial and economic status of the enterprise based on financial reporting data and includes the calculation of a group of indicators, the choice of which depends on the goals set by the investor. According to this approach, image assessment should consider assessment of financial performance, financial stability, and liquidity; results of analysis of business activity and profitability; scale of business; market indicators. The considered the sequence of calculating the integral index of the image of a value-oriented enterprise using the example of MF "Favourit Plus" LLC, which is one of the leaders of Ukraine among meat processing enterprises and aims to become a European-level enterprise. The proposed methodology for evaluating the image of a value-oriented enterprise, which considers the specifics of domestic enterprises, including branch ones. As its basis, the concept of a balanced scorecard - BSC was chosen. Originality. Considering the company's image as an element of competitive advantage means changing its place and role among the company's resources. An improved method of assessing the image of a value-oriented enterprise, which, unlike the known ones, involves the calculation of an integral index of the enterprise's corporate image based on a Balanced Scorecard. A comprehensive assessment of the indicator takes into account the following positive characteristics and rationale for the choice: a significant orientation to the expectations of the investment community; the possibility of taking into account the contribution of the enterprise's intellectual capital to the creation of its future value; ease of calculation and availability of perceiving the logic of the indicator at all levels of management; the ability to navigate the key factors of value creation and the value image of the enterprise to lower levels of management. Practical value. The conclusions of the work can be used in the process of improving the corporate governance system of the enterprise.