Image of It Enterprises in the Conditions of Increasing the Potential of the Information Economy and Information Society: Strategy and Tactics

The article is devoted to the topical issues of formation of modern knowledge on image and image support in the activities of enterprises. The work analyzes the conditions and consequences of the development of the information economy and information society through the prism of their influence on the evolution of understanding of the image of enterprises. It is proved that the information economy, by its nature, is a model of production and socio-cultural relations, which marks the transition from the industrial era to the information-intellectual era, bringing to the fore innovativeness, knowledge potential, technologies and tools of information management and marketing. The features of the formation of the image of IT enterprises in the conditions of the growth of the potential of the information economy and information society, taking into account the challenges caused by the military situation in Ukraine, are considered and systematized. It is argued that the modern potential of the development of the information economy has a significant impact on the perception of the image of enterprises, transforming such aspects as information transparency of activities, compliance with assessments of internal and external environments, as well as compliance with the requirements of social culture and social responsibility. The image of the enterprise is defined as an effective management and marketing tool that provides a targeted reflection of the company's strategy in the internal and external information space, and is also a significant asset for determining competitive positions and assessing the dynamics of success in comparison with other business entities or their own achievements over a certain period of time. It is noted that the IT sector of Ukraine operates in conditions of increased complexity, which causes the instability of the image of IT enterprises, which is dependent on the military-political situation in the country and vulnerable to cyber threats, in particular from the Russian Federation. The effects of targeted strategic and tactical planning of the application of image technologies and relevant measures in the context of the development of the information economy are systematized. A positive trend in Ukraine regarding the implementation of standards and the latest technologies of the information economy and information society is noted, which is reflected in the projects, programs and activities of the Ministry of Digital Transformation of Ukraine. Attention is drawn to the fact that the scientifically based and comprehensively considered formation of the image strategy of IT enterprises, taking into account expert assessments, prospects for the development of the industry and priority changes in the information economy in Ukraine, is at the initial stage of development (the last decade), which is a certain drawback in the Ukrainian management system and a promising direction for further scientific research.