GENESIS OF BUSINESS REPUTATION AS AN OBJECT OF ECONOMIC RESEARCH/ ГЕНЕЗИС ДЕЛОВОЙ РЕПУТАЦИИ КАК ОБЪЕКТА ЭКОНОМИЧЕСКИХ ИССЛЕДОВАНИЙ

In the article on the basis of different spheres of theoretical approaches organizational-and-economic content of goodwill is investigated. The theoretical reflection of business reputation essence phenomenon is analyzed. The basic features of business reputation formation as an economic category, which determine the complex modern trends shaping the concept of business reputation from the perspective of a multidisciplinary approach are revealed. Developed author’s definition of business reputation and its function as a valuable intangible asset.