Reputational risk management strategies on marketplaces
Zargaryan D. P.1
1 Московский финансово-промышленный университет \"Синергия\"
Journal paper
Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 15, Number 6 (June 2025)
Abstract:
The article examines reputation risk management strategies on marketplaces amid growing e-commerce competition. Based on comprehensive research, including questionnaires and in-depth interviews with 50 active sellers on leading Russian marketplaces (Wildberries, Ozon, and Yandex Market), the main reputational risks were identified and ranked, ranging from lawsuits by right holders (23%) to SEO manipulation (11%). Two integrated strategies for managing these risks were proposed: proactive reputation management and crisis communications. A set of practical recommendations for implementing these strategies was developed. These recommendations include legal compliance, pricing policy, inventory management, working with reviews, and content protection. The study's results can be used to improve the effectiveness of reputational risk management in the e-commerce sector.
Keywords: reputational risk, marketplace, e-commerce, reputation management, legal compliance, unfair competition, risk management, digital platform
JEL-classification: L26, M11, M21
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