Reputation as a factor in the competitiveness of an organization

The reputation of the organization is considered as a component of moral and ethical relations, involving public recognition of its merits, and the future attitude towards the object. The functions of the organization's reputation are considered, among which are distinguished - economic, informational, evaluation, communicative, adaptive, regulatory. It is shown that the analysis of the organization's reputation from the standpoint of approaches that consider it as a resource or an intangible asset is quite limited due to the fact that the social content of the phenomenon under study is ignored.