In the present-day market conditions good reputation increases a firm's sustainability. The positive image of a company, its earned reputation capital contributes much in the business efficiency. Good reputation is a kind of resources of great importance. The reputation capital gets accumulated due to the external environment influence on the company's activities, including the ongoing investment and introduced innovation. The improvement of business image is an integral part of innovation.
Keywords: business standing, corporate look, company resource, status development, investment, innovation, efficiency
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