BUSINESS REPUTATIONAL RESILIENCE UNDER WARTIME CHALLENGES: THE ESG APPROACH AND UKRAINIAN EXPERIENCE

Abstract

The article examines the role of business reputational resilience under wartime challenges and substantiates the significance of ESG approaches as a strategic tool for its formation. It is established that under current conditions, corporate reputation transforms into a vital factor of economic security, corporate resilience, and long-term competitiveness. Special attention is paid to the impact of environmental, social, and governance (ESG) practices on building trust among key stakeholders and ensuring the adaptive capacity of enterprises in conditions of high uncertainty. The article generalizes the Ukrainian experience of business operations during the full-scale war and identifies the key practices for ensuring reputational resilience, including employee support, participation in humanitarian and social initiatives, the development of community partnerships, transparent crisis communications, and the implementation of ESG-oriented projects. It is demonstrated that these practices contribute to the accumulation of reputational capital and enhance the economic resilience of enterprises. In addition, the authors propose the Business Reputation Resilience Model (BRRM), which shows the relationship between ESG practices, reputational capital, reputation resilience, and company performance. The study confirms the usefulness of this approach for developing sustainable corporate strategies, enhancing economic security, and adapting business operations to post-war recovery conditions and European integration.