Special aspects of master data-based integrated management of region reputation in modern IT environment

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Abstract
Relevancy of issue under investigation is stipulated by rapid changing of traditional assumptions about regions competitive strength. These tendencies are explicitly characterized by (I) digitization of IT processes and (II) convergence of tools enabling advancement and formation of particular territory image. Today's on-line environment is simultaneously (I) a platform for presenting the region in virtual space and (II) a tool forming preferences of territorial product consumers. While handling the region's reputation it is necessary to take into account 'digital footprint' as an element which is forming the region's image and competitive strength. Goal of research — development of recommendations to enable task-oriented formation of territorial image in targeted public consciousness. Main methods of this case study are: analysis of theoretical framework and statistic data, monitoring of news media and social media. The present article is addressing special aspects of regional reputation formation in modern IT medium and foreign and national experience regarding territory advancement in IT environment. It displays the possibility of master data employment for the purpose of particular territory image formation in the consciousness of main targeted public. It becomes possible to improve reputation and, as a consequence, to raise competitive strength of the regions in condition of today's information-communication environment through sequential, systematic and orderly going through 'recognition and assumption' stages both in off-line and on-line media which allows, using targeting, to promptly disseminate information with minimum financial costs. Materials presented herein, constitute practical value for active and consistent implementation of digital technologies not only at the level of individual enterprises but for regional authorities as well.

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