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Reputation Management of Russian Companies in the European Union in the Context of Russia and the EU’s Strategic Communication

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Abstract

The chapter analyzes the reputation management of big Russian enterprises presented in the markets of the European Union (EU) member states. Central to the analysis of Russian business practices is the experience of raw energy companies, as raw materials currently account for the largest share of Russian exports. The Russian oil and gas giants, due to their privileged position, do not ensure their reputation as carefully as non-commodity companies (the experience of the latter is studied on the example of Sberbank). For the last years, the intangible assets of many Russian companies have fallen significantly. We try to prove that not only the internal problems of Russian companies, their reputation management mistakes, but also the intensification of psychological warfare in the EU media space plays some role in that.

Keywords

  • Reputation management
  • Business interests
  • Gazprom
  • Lukoil
  • Sberbank

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  • DOI: 10.1007/978-3-030-27253-1_6
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Notes

  1. 1.

    The Media Index is an indicator of the Medialogia system, which allows for qualitatively analyzing the effectiveness of PR. The index is calculated automatically using linguistic analysis technologies. The formula of the Media Index has three main components: citation index, positive/negative and visibility of the message.

  2. 2.

    The agile approach to management focuses on the people doing the work and how they work together. Solutions evolve through collaboration between self-organizing, cross-functional teams utilizing appropriate practices for their context. There is a strong focus on collaboration and self-organization.

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Correspondence to Darya Bazarkina .

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Bazarkina, D., Kramar, K. (2020). Reputation Management of Russian Companies in the European Union in the Context of Russia and the EU’s Strategic Communication. In: Pashentsev, E. (eds) Strategic Communication in EU-Russia Relations . Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-27253-1_6

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