Kotvytska Nataliia, Doctor of Economics, Associate Professor, Associate Professor of the Department of Economics, Finance and Accounting, Private Higher Education Institution «European University», Kyiv, Ukraine

ORCID ID: 0000-0003-0864-1470
e-mail: nataliia.kotvytska@e-u.edu.ua

Pryiemskyi Yurii, graduate student of the department of management and marketing, Private Higher Education Institution «European University», Kyiv, Ukraine

ORCID ID: 0009-0007-6941-6185
e-mail: yu.pruyemskui@e-u.edu.ua

Riadnov Kostiantyn, graduate student of the department of management and marketing, Private Higher Education Institution «European University», Kyiv, Ukraine

ORCID ID: 0009-0004-1194-9737
e-mail: k.ryadnov@e-u.edu.ua

European integration vector of development: image strategies of enterprises through the lens of personnel and reputation management

Abstract. Introduction. This article examines the relationship between European integration processes and the development of enterprise image strategies in the context of personnel management and corporate reputation. It analyzes current trends in Ukrainian business development under European integration conditions and identifies key factors that influence corporate image formation. It pays special attention to the role of personnel management as a strategic tool for building a positive organizational reputation in the European market. The study explores the relationship between personnel policy, corporate culture, and the external image of enterprises, emphasizing the strategic importance of image formation in the context of European integration. 

The purpose of the study is to investigate the impact of European integration on the development of Ukrainian enterprises’ image strategies, focusing on personnel management and reputation building, and to identify effective approaches to improving competitiveness in the European market. 

Results. The research identifies the main components of image strategies and how they adapt to European standards. It emphasizes the significant contribution of personnel management to developing a positive corporate image and sustainable reputation. It outlines key challenges and opportunities for Ukrainian enterprises in aligning with European business practices. The study emphasizes the importance of a comprehensive, systematic approach to developing image strategies that incorporates statistical data analysis, case studies, and an evaluation of current market trends. Enterprises with modern, well-developed image strategies tend to perform better and adapt more quickly to European markets than those using traditional reputation management models. 

Conclusions. The study reveals that successfully implementing image strategies in the context of European integration requires a strategic and systematic approach to personnel management, an in-depth understanding of European business culture, and the consistent application of reputation management principles. Ukrainian enterprises must adapt to increasing regulatory pressures, evolving consumer expectations, and heightened competition. The findings offer practical recommendations for enterprise managers seeking to improve their corporate image and gain a competitive advantage in the European market.

Keywords: European integration; image strategies; personnel management; corporate reputation; competitiveness; European standards; personnel policy.

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