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This article deals with the analysis of the reputation of global automobile manufacturers primarily in the territory of the Slovak Republic for their comparison. The reputation of brands in the wider Central European and global context has also been considered. The selected brands were Volkswagen, Toyota, KIA, and Peugeot. Selected car brands either have a production plant in Slovakia or are well known in Slovakia, thanks to high global brand awareness. E-business marketing activities in the automotive sector are a major challenge to sustainability in the industry. The analysis took into account official information provided by automotive companies for the purpose of reputation management, as well as external data such as automotive media articles, independent reviews and customer feedback. The findings of the article include a detailed analysis of the online reputation of examined individual brands. The article also provides a list of the most important factors that can positively or negatively affect brand reputation, defined based on previous analysis. In conclusion, the authors try to make use of the findings and build a brief set of recommendations on how to correctly apply the reputation management principles to the overall strategy of the organization.

The paper deals with the topic of the cooperation ecosystem in the Žilina higher self-government region (HSGR). The results are mainly from our research about cooperation in the region. According to the research results, the most developed areas of the cooperation are: the supplier-customer relationships, techniques and technology, education, legal service, marketing, transport, research and development. Research also finds more possible capacity for further cooperating connections. For example, the University of Žilina (UNIZA) and HSGR are natural cooperation centers and are both highly sought for as cooperation partners. Based on our findings we designed a model of the cooperation ecosystem, or cooperation platform in the Žilina self-government region. This platform should be formed by UNIZA and HSGR and other organizations for development of new cooperation projects in the region. Thanks to the dynamic and sustainable character of the platform it can easier react to changes on the market.

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