The author considers the problem of identifying the weight of intangible assets in modern companies’ activity. The immediacy of this problem was substantiated by significant changes in the modern economy in respect of the application of new methods of business valuation and its management. The author did state that modern communications, public relations and government relations enable the company not just to change the attitude of customers and increase its profit, but to increase its overall value and the return on assets. The author has cited the example of foreign and domestic companies that significantly increased the value of their capital when dealing with intangible assets.

Keywords: intangible assets; public relations; PR; government relations; GR; lobbying; business reputation; communications, stakeholder management.

References

1. GR dlya malogo i srednego biznesa (GR for Small and Medium Business), monografiya, by A. S. Nikitin, A. B. Shatilov, S. N. Mulyar, D. S. Vechernin, M., Prospekt, 2015, 102 p.
2. Fel’dman P. Ya. Kontseptual’nye osnovy lobbistskoi deyatel’nosti v sovremennoi Rossii (Conceptual Framework of Lobbying in Modern Russia), Geopoliticheskii zhurnal, 2013, No. 2, pp. 19—24.
3. Belash V. Lobbizm s chelovecheskim litsom (Lobbyism with Human Face), Kommersant” Vlast’, 2003, No. 28, pp. 13—14.
4. Lyubimov A. P. Istoriya lobbizma v Rossii (History of Lobbyism in Russia), M., Fond Liberal’naya missiya, 2005, 208 p.
5. Freeman R. E. Managing for Stakeholders: Survival, Reputation, and Success, Yale, Yale University Press, 2007, 200 p., The Business Roundtable Institute for Corporate Ethics Series in Ethics and Lead.
6. Selander I. Steikkholder-menedzhment: upravlenie zainteresovannymi gruppami (Stakeholder Management: Managing Interest Groups), Menedzher po personalu, 2008, No. 3, pp. 10—17.
7. Mills E. “Study: eBay sellers gaming the reputation system?”. CNET News. CBS Interactive Inc., 11 Jan. 2007. Web. 15 Aug. 2017.
   <https://www.cnet.com/news/study-ebay-sellers-gaming-the-reputation-system/>.
8. “Kak vybrat’ nadezhnogo prodavtsa na eBay: nashi sovety” (How to Choose a Reliable Seller on eBay: Our Suggestions). Anatomiya biznesa. Formula uspekha. Proekt “Anatomiya Biznesa”, 2 Apr. 2014. Web. 15 Aug. 2017. <http://biz-anatomy.ru/vse-stati/poznavatelno/kak-vybrat-nadezhnogoprodavca-na-ebay-nashi-sovety/>.
9. Smolina L. V. Zashchita delovoi reputatsii organizatsii (Protection of Business Reputation of the Organization), M., Dashkov i Ko, 2008, 158 p.
10. Borev A. “Kak uluchshit’ imidzh rossiiskogo biznesa v Evrosoyuze? Rekomendatsii bryussel’skikh lobbistov” (How to Improve Image of the Russian Business in the European Union? Recommendations of the Bruxelles Lobbyists). Sovetnik Prezidenta, Informatsionno-analiticheskoe izdanie, no. 55, 2008, <http://sovetnikprezidenta.ru/55/1_ekonomika.html> Accessed 15 Aug. 2017.
11. Abramyan E. A. Sud’ba tsivilizatsii. Chto nas ozhidaet v XXI veke?, analiz obstanovki v mire i perspektiv budushchego (Destiny of Civilization. What is Waiting for Us in the 21st Century? Global Set-Up and Future Perspective Analysis), M., Terika, 2007, 555 p., il.
12. Semakina L. V. Delovaya reputatsiya — gudvil: formirovanie ponyatiya kak nematerial’nogo aktiva kompanii (Goodwill-Goodwill: the Formation of Concepts as an Intangible Asset of the Company), Agrarnoe i zemel’noe pravo, 2016, No. 9 (141), pp. 109—114.
13. Azgal’dov G. G., Karpova N. N. Otsenka stoimosti intellektual’noi sobstvennosti i nematerial’nykh aktivov (Estimation of Cost of Intellectual Property and Intangible Assets), M., Mezhdunar. akad. otsenki i konsaltinga, 2007, 398 p.
14. Zaitseva G. V., Panina N. I. Problemy upravleniya nematerial’nymi aktivami v tselyakh povysheniya konkurentosposobnosti sovremennykh organizatsii (Management Problems of Intangible Assets in Improving Competitiveness of Modern Organizations), Obshchestvo: politika, ekonomika, pravo, 2011, No. 2, pp. 96—101.
15. Kotomin D. S. Lobbistskaya deyatel’nost’: k voprosu obespecheniya zakonnosti (Lobbying Activity: to the Question of Ensuring of the Legality), Vestnik Yaroslavskogo gosudarstvennogo universiteta
    im. P. G. Demidova, Seriya Gumanitarnye nauki, 2011, No. 2, pp. 84—86.
16. Lyubimov A. P. Politicheskoe pravo i praktika lobbizma (Political Right and Practice of Lobbyism), M., Gos. Duma, 2001, 240 p.
17. Khitchner Dzh. R. Otsenka stoimosti nematerial’nykh aktivov (Intangible Assets Valuation), Red. V. M. Rutgaizer, M., Omega-L, 2008, 135 p., Finansovoe otsenivanie. Oblasti primeneniya i modeli.

https://doi.org/10.24151/2409-1073-2017-3-33-38