ECONOMIC CONSULTING AS A TOOL FOR FORMING A BUSINESS REPUTATION IN CONNECTION WITH LEGAL REGULATION, FINANCIAL MECHANISMS AND ENTREPRENEURIAL STRATEGIES

Abstract

The article explores the role of economic consulting as a modern tool for forming a business reputation in relation to legal regulation, financial and investment mechanisms and entrepreneurial strategies. It is substantiated that in the conditions of digital transformation of the economy and the increasing role of intangible assets in the competitiveness of enterprises, business reputation becomes one of the key determinants of sustainable development. Theoretical approaches to defining the essence of business reputation as a strategic intangible asset that ensures trust in the enterprise, increases its market capitalization and promotes investment attraction are summarized. The evolution of scientific ideas about business reputation is analyzed - from its interpretation as an individual moral and ethical characteristic of the manager to understanding it as a systemic result of corporate governance. It is shown that in the modern paradigm of strategic management, reputation is considered not only as a socio-psychological category, but as a managed resource that has a direct impact on the financial stability, competitiveness and development strategies of the enterprise. It was found that economic consulting performs the function of an integrator between the legal, financial and strategic components of enterprise management. It provides synergy between the regulatory environment, investment processes and strategic planning, contributing to increasing the efficiency of management decisions and adapting the business to changing external conditions. The legal aspect of consulting allows reducing regulatory risks, ensuring compliance with corporate law, protecting intellectual property and preserving the intangible assets of the enterprise. The financial and investment direction of consulting focuses on increasing the transparency of financial reporting, optimizing capital investments and forming an investment attractiveness strategy. In the strategic dimension, consulting activities help enterprises determine long-term goals, form innovative business models and a corporate culture focused on trust, openness and social responsibility. The result of the complex influence of legal, financial and strategic factors integrated through consulting activities is an increase in the investment attractiveness of the enterprise, its competitive advantages, market value and resilience to crisis phenomena.