Reputation as a strategic asset: impact on business performance in the era of digital innovation

Reputation becomes not only a reflection of the company's past behavior, but also an important tool for achieving future success. In a rapidly changing market, the ability to adapt and maintain a positive image is becoming a key factor in sustainable business growth and development. Reputation acts as a buffer in the face of market instability, allowing companies to retain customers and reduce risks. Special attention is paid to the analysis of industrial companies as one of the drivers of the economy, using the example of Lukoil and Sibur companies. The paper attempts to quantify the relationship of internal, external, and reputational factors to revenue.