BUSINESS REPUTATION IN A STRATEGIC PARTNERSHIP WITH EDUCATION AS A CONDITION FOR INNOVATIVE DEVELOPMENT OF REGIONS ON THE BASIS OF EUROPEAN INTEGRATION

Abstract

The article explores the issue of business reputation in the context of strategic partnerships with education as a crucial condition for regional innovation development under the principles of European integration. In the modern knowledge-driven economy, business reputation is increasingly perceived as an intangible asset that determines the competitiveness of companies not only locally but also in international markets. Cooperation between business and educational institutions acts as a key mechanism for generating reputational capital since it promotes knowledge transfer, human capital development, and the creation of innovative products and technologies. The research provides an analytical overview of European practices that demonstrate how university–business alliances enhance both innovation and trust among stakeholders. Initiatives such as smart specialization, the European Universities Initiative, and Knowledge Transfer Partnerships confirm that regular and systematic cooperation between firms and universities builds reputational value by positioning companies as reliable and socially responsible actors in regional ecosystems. These partnerships also increase international visibility and provide access to new talents, reinforcing the innovative image of participating businesses. The Ukrainian academic discourse has increasingly addressed this topic in recent years. Domestic scholars emphasize that business–education cooperation is a key driver of transforming the economy toward knowledge intensity and innovation. Practical examples, such as the partnership between SoftServe and the Ukrainian Catholic University, illustrate the effectiveness of joint R&D laboratories and educational projects in enhancing both innovation potential and reputational capital. However, the Ukrainian context still faces several barriers, including limited funding, gaps in trust between business and universities, brain drain, and the insufficient adaptation of educational programs to labor market needs. The study argues that overcoming these challenges requires institutional reforms, the introduction of stimulating mechanisms for businesses to engage in partnerships, greater state support for startups and university-based research, as well as deeper integration of Ukrainian universities into international alliances. It concludes that strategic partnerships between education and business have powerful potential to stimulate innovation-driven regional development. Such cooperation not only strengthens business reputation but also aligns Ukraine’s economic trajectory with the standards of the European Union, fostering greater competitiveness and trust in the European market.