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. In today’s market economy, business reputation is becoming a key factor of business competitiveness and the most effective means of promotion, investment and customers attraction. However, in Ukraine the reputation is still not considered as a strategic resource of confidence to the state both among internal and external audiences. The aim of the article is to identify the factors that affect adversely the reputation of Ukrainian enterprises and to prove the necessity to create positive reputation of Ukrainian business, as an important component towards its integration into the world economic space. Conclusions. In this study, we have suggested to consider the reputation of Ukrainian enterprises by the cyclic multi-level system of forming the reputation: reputation of the state – reputation of the region – reputation of the district – reputation of the area – reputation of settlements – reputation of the company – reputation of the state. The inter ference and interconnection of reputation of the state and a single enterprise has been con firmed by the analysis of Ukraine’s positions in key world rankings and the discourse analysis of texts written by the representatives of global financial and international institutions operating in Ukraine. The study defines the negative factors, which affect the reputation of both the state and Ukrainian enterprises.Thus, the formation of reputational economy should become the basis for the implementation of new economic paradigm in Ukraine. The reputation capital should be a major asset in shaping the competitive advantages of Ukrainian business on the international market.

Reputation capital as the factor of competitive recovery of Ukrainian enterprises on the international market