Kaniuka V. Corporate Reputation of Business as a Component of Ukraine’s European Integration

The thesis focuses on substantiating the theoretical and methodological foundations for enhancing the corporate reputation of Ukrainian business in order to accelerate the European integration trajectory of Ukraine’s economy. Based on the analysis of domestic and foreign scholarly works, the study identifies contemporary approaches to the conceptualization of corporate reputation, systematizes its components and determinants, develops an interdisciplinary architecture of reputation theory, and proposes an original definition of corporate reputation as a dynamic complex of strategic characteristics, socio-economic evaluations, and stakeholder expectations. A bibliometric analysis of Scopus publications confirms the interdisciplinary nature of reputation research and the growing academic interest in this field. The study substantiates the relevance of examining the institutionalization of business reputation in the context of European integration. The institutional contours of business reputation within the EU are systematized, their evolution is periodized, and the functional role of reputation in Ukraine’s European integration transformations is determined. It is proved that a high level of business reputation constitutes a prerequisite for the integration of Ukrainian companies into the European economic area. Methods for evaluating business reputation are systematized, and the advantages of integrated rating methodologies are substantiated. A system of criteria for selecting international rankings for assessing the reputation of the state, business, and the institutional environment is developed, and the most relevant analytical tools are identified. Based on the analysis of international rankings and indices, the conditions shaping the reputation of Ukrainian business are investigated. Trends in the transformation of Ukraine’s institutional environment are identified, while the significant growth of the country’s international trust and reputational capital following the onset of the full-scale war is demonstrated. It is proved that European integration processes create favorable conditions for strengthening the corporate reputation of Ukrainian business. The key components of the corporate reputation of Ukrainian enterprises are analyzed using a ranking-based approach and the practices of leading companies. It is established that, alongside reputational stability, innovativeness, and corporate social responsibility, crisis resilience, operational continuity, support for critical infrastructure, and contribution to national defense have become the dominant determinants of business reputation. The principal challenges to maintaining a high level of corporate reputation are identified. An approach to assessing the adequacy of the regulatory framework governing business reputation is proposed, and the compliance of Ukrainian legislation with contemporary EU approaches is evaluated. It is established that the existing regulatory framework is only partially adequate, while the main shortcomings include fragmented regulation, incomplete implementation of European standards, and insufficient integration of sustainable development principles. Contemporary global and European trends in business reputation development are systematized. It is demonstrated that transparency, responsible corporate governance, innovativeness, social responsibility, digital trust, and commitment to sustainable development constitute the key drivers of corporate reputation. Their implementation is identified as a necessary condition for strengthening the international competitiveness of Ukrainian business. The strategic priorities for developing the corporate reputation of Ukrainian business under conditions of post-war recovery and European integration are determined. A system of priority directions is proposed, and the formation of a Ukrainian model of reputational resilience is substantiated together with the necessity of its transformation into a model of sustainable reputational development. A mechanism for the development of the corporate reputation of Ukrainian business under conditions of post-war recovery and European integration is developed. Its structure, principles, instruments, and implementation levels are defined, while a system of reputation development strategies at the microeconomic level is proposed. It is proved that the effective development of corporate reputation requires the synergy of state and corporate efforts aimed at strengthening institutional trust, promoting responsible entrepreneurship, supporting international partnerships, and adapting business practices to European standards. Keywords: business, business reputation, business entity, reputation development mechanism, European integration of Ukraine, corporate reputation, business environment, post-war reconstruction.