ABSTRACT
The functioning of enterprises in the modern knowledge-based economy has influenced the revision of views on scope of its activities and the structure of assets, both in material and financial terms. This new economy, also referred to as the digital economy or the network economy, has been reflected in research among economists, lawyers and sociologists, representatives of management sciences, but also practitioners of economic life. The reputational paradox is that the improper conduct of competitors is in favour of a company which has lost its reputation as a result of abuse. If one company takes such action, it attracts disproportionate attention from the media and stakeholders, but if several other companies are involved in similar negative actions. In successful holistic approaches to various issues that broaden knowledge of the organization, reputation fits into one of the trends. It meets the assumptions of such an approach and, in a sense, organizes and explains disputes over highly dependent issues in similar areas.
