PROBLEM SPACE OF LEADERSHIP OF CHANGES: FORMATION OF A STRATEGY OF IMAGE AND                     REPUTATION TRANSFORMATIONS

Rozdol'skaya Irina Vladimirovna, Doctor of economic sciences, professor, head of sub-department of marketing and management, Belgorod University of Cooperation, Economics and Law (116a Sadovaya street, Belgorod, Russia), rozdolskaya-irina@mail.ru
Ledovskaya Mariya Evgen'evna, Candidate of economic sciences, associate professor, sub-department of marketing and management, Belgorod University of Cooperation, Economics and Law (116a Sadovaya street, Belgorod, Russia), mary_led@rambler.ru
D'yachkova Ekaterina Nikolaevna, Candidate of economic sciences, senior lecturer, sub-department of marketing and management, Belgorod University of Cooperation, Economics and Law (116a Sadovaya street, Belgorod, Russia), katyasemechka@mail.ru

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Background. In the information society age a great importance is gained by the image and reputation policy acting as an integral component of the cultural space, and its research gains a more actual character. The article considers the evolution of scientific views on the theory of leadership, which allows to reveal differences between traditional theories of leadership and the modern ones. The emphasis is placed on the Russian regional political leadership which was formed in quite difficult con-ditions of transformation of the society under the influence of a large number of social and political factors, converting processes of the national and local levels. The purpose of the work consists in researching the problem space of leadership of changes. In general, the article is devoted to the research of the problem space of leadership as a source of competitive advantages.
Materials and methods. The theoretical and methodological basis of the research included fundamental provisions of the theory of management, and also works by Russian and foreign scientists on the problems of leadership and image and reputation transformations. The research was based on the methodology of scientific knowledge and the system approach. When setting and solving the specific tasks the authors used the generally recognized and repeatedly approved methods of comparison, analysis, synthesis, analogy, specification, deduction etc.
Results. Relying on the works by famous scientists in the field of the theory of management, the main theories of leadership should include: the theory of lines of the personality, the situational theory, the theory of the defining role of followers. It is proved that in the more and more unpredictable and competitive modern dynamic economy the entities need a new qualitative form of leadership (creative, innovative, productive, design, transformational, responsible, charismatic, political, etc.). In terms of the subject area considered in the article, the leadership of heads of administration of the Russian Federation’s subjects gains the increased relevance and importance in development of the modern theory of management. It caused a need to develop a concept of political leadership and a mechanism of formation of the strategy of image and reputation transformations in the territory.
Conclusions. Noting a close connection of reputation of the territory with its im-age and considering the fact that a positive image and positive reputation become an important condition of ensuring a steady economic success and growth of competi-tive advantages, the authors substantiated the need and expediency of formation of the strategy of image and reputation transformations of the territory.

leadership, creative leaders, political leadership, charismatic management, responsible leadership, design leadership, transformational leadership, productive leadership, innovative leadership, strategy of image and reputation transformations.

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