Russian Federation
UDC 631.1
In the context of global challenges, import substitution, and growing attention to environmental, social, and managerial aspects, Russia's agricultural sector is undergoing a profound transformation. This article substantiates the thesis that reputational capital ceases to be a secondary intangible asset and becomes a critically important strategic factor in the long-term sustainability and competitiveness of agricultural enterprises. The points of view on the concept of reputational capital are presented, and the criteria for its assessment in Russian practice are characterized. Based on the analysis of industry practice, expert opinions and corporate reporting of agricultural companies, the multifaceted impact of reputation on the main parameters of their development is investigated: access to investment and government support, loyalty of consumers and partners, human resources and resilience to crises in Russian conditions. Based on the analysis of scientific sources, as well as the Russian experience in managing the reputational capital of agricultural enterprises, systemic problems in this area in Russia have been identified: fragmented perception of reputation, lack of standardized industry tools for its assessment, as well as personnel and technological risks. The integration of ESG principles into corporate strategy, the active development of the public expert position of managers, the introduction of systemic reputational monitoring and participation in the formation of industry standards of sustainability are proposed as promising areas for the formation and strengthening of reputational capital. The author concludes that in the modern paradigm, reputational capital serves not only as a protective buffer, but also as a catalyst for innovation, providing agricultural enterprises with sustainable development in the long term.
reputational capital, sustainable development, agro-industrial complex, agriculture, ESG, reputational risks, non-financial reporting
1. Beher V., Larina A., Zhanahova E. Nefinansovaya otchetnost' perehodit na nacional'nye standarty: Opublikovan reyting ESG-prozrachnosti rossiyskih kompaniy // Ekspert. 2025. URL: https://expert.ru/rating/arkhiv_r/ekonomikar/reyting-ustoychivogo-razvitiya-kompaniy-rossiir/nefinansovaya-otchetnost-perekhodit-na-natsionalnye-standarty/ (data obrascheniya: 18.12.2025).
2. Gavrilov D. Koroli imidzha: krupnye rossiyskie kompanii s luchshey reputaciey v 2023 godu // Forbes. URL: https://www.forbes.ru/biznes/506042-koroli-imidza-krupnye-rossijskie-kompanii-s-lucsej-reputaciej-v-2023-godu (data obrascheniya: 18.12.2025).
3. Grebenkin K.V. Delovaya reputaciya kak pravovaya kategoriya // Nauchnoe obrazovanie. 2024. № 2 (23). S. 264-266.
4. Kurbangalieva D.L. Sravnitel'naya harakteristika terminov «imidzh», «brend» i «delovaya reputaciya» v teorii reputacionnoy ekonomiki // Elektronnyy ekonomicheskiy vestnik Tatarstana. 2019. № 4. S. 44-51.
5. Kurovskiy S.V., Mishin D.A., Agahanov M.M. Problemy i perspektivnye napravleniya razvitiya APK v usloviyah mezhdunarodnyh sankciy // Finansovye rynki i banki. 2025. № 1. S. 309-314.
6. Lider i reputaciya v APK: kak lichnost' rukovoditelya formiruet uspeh kompanii // Agroinvestor. URL: https://www.agroinvestor.ru/business-pages/44909-lider-i-reputatsiya-v-apk-kak-lichnost-rukovoditelya-formiruet-uspekh-kompanii/ (data obrascheniya: 18.12.2025).
7. Metody izmereniya reputacii. Chast' 3 // Reputation Capital Group. URL: https://reputationcapital.blog/2017/03/metody-izmerenija-reputacii-chast-3/ (data obrascheniya: 18.12.2025).
8. Ozhiganova D. Rossiyskie kompanii ocenili po indeksu delovoy reputacii // Informacionnoe agentstvo URA. URL: https://ura.news/news/1052954444 (data obrascheniya: 18.12.2025).
9. Okruzhnov V.A. Analiz ispol'zovaniya chelovecheskogo kapitala na primere agrarnogo regiona (Respubliki Tatarstan) // Russian journal of management. 2024. T. 12. № 1. S. 115-129.
10. Reputacionnyy reyting: rukovodstvo dlya vashego biznesa ot ekspertov RQ Index // RQ Index. 2025. URL: https://rq-index.ru/news/reputaczionnyj-rejting/ (data obrascheniya: 18.12.2025).
11. Safina A.A. Osobennosti effektivnogo razvitiya reputacionnogo kapitala kompanii // Problemy sovremennoy ekonomiki. 2023. № 1 (85). S. 47-50.
12. Sokol'nikova I.V. Vliyanie programm gosudarstvennoy podderzhki na razvitie agrarnogo sektora Rossiyskoy Federacii // Vestnik Altayskoy akademii ekonomiki i prava. 2021. № 3-1. S. 96-104. doi:https://doi.org/10.17513/vaael.1617
13. Tatarko V.A., Rodionova I.A., Toropova V.V., Vasil'eva O.A. Innovacionnaya aktivnost' predpriyatiy APK: problemy i puti resheniya // Konkurentosposobnost' v global'nom mire: ekonomika, nauka, tehnologii. 2025. № 10. S. 255-258.
14. Upravlenie riskami. Godovoy otchet 2024 kompanii «RUSAGRO» // Kompaniya Rusagro. URL: https://ar2024.rusagrogroup.ru/ru/corporate-governance/risk-management (data obrascheniya: 12.12.2025).
15. Fisun A.V. Kapital reputacii. M.: Ikar, 2017. 324 s.
16. Agarwal, J., Osiyevskyy, O. (2021). Organizational Reputation for Customers: Key Insights on Leveraging Reputation in Global Markets. AIB Insights, vol. 21, no. 3, pp. 1-11.
17. Caves, R.E., Porter M.E. (1977). From Entry Barriers to Mobility Barriers: Conjectural Decisions and Contrived Deterrence to New Competition. The Quarterly Journal of Economics, no. 91, pp. 241-261. doi:https://doi.org/10.2307/1885416
18. Klewes, J., Wreschniok R. (2009). Reputation Capital: Building and Maintaining Trust in the 21st Century. Berlin, Heidelberg, Springer, 145 r.
19. Roberts, P.W., Dowling G.R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management, no. 23 (12), pp. 1077-1093.
20. Winick, T.J. (2022). Reputation Capital: How to Navigate Crises and Protect your Greatest Assets. New York, Berrett-Koehler, 232 r.
