Trust and Reputation of Organizations: The Relationship Between Concepts, Approaches to Analysis

The success of any organization (commercial or non-commercial) depends not only on the quality of goods and services, but also on how much trust potential stakeholders have in it, and how high or low its reputation is. The concepts of "trust" and "reputation" do not have clear contours of operationalization, and often these categories are not taken seriously either in commerce or in the academic world, because there is not always an understanding that even irrational characteristics can be measured and determined for what and how they influence At the same time, if there is already a logic of implementation or measurement of trust or reputation in the process of research or decision-making, then mostly they are present separately or separately from each other and do not have a systemic character. But at the same time, there is no clear understanding of how these categories relate to each other. To make a decision, every organization needs to understand which strategy to choose, which vector of movement: to take care of trust or reputation. Currently, the importance of focusing on the categories of trust and reputation is discussed not only in the context of managing companies that aim to make a profit, but also in the context of institutions of higher education, public organizations or even government institutions, because they are all in a competitive environment. It's not just businesses that need to focus on measuring their intangible capital. This should apply to everyone, because every organization has a specific purpose and target audience to which its activities are directed, so this kind of research is a necessity. Within the framework of this work, the main approaches to defining the following concepts: reputation and trust, as well as their relationship according to the vector of influence on each other, are considered. Understanding what affects the formation of reputation or trust provides an opportunity to decide on a strategy for further management of the organization in relation to internal and external environments. Understanding exactly how these categories affect each other allows us to predict how trust levels will change if an organization works to improve its reputation, and vice versa. But it is also worth understanding that each of these categories can be interpreted differently by different people and by different theoretical approaches, so it is worth considering this when choosing an approach.