Development of the approach to modeling the influence of the external social capital of the enterprise on the decisions of its stakeholders

The object of research is the processes of managing the social capital of the enterprise. For effective implementation of these processes, it is necessary to have mathematical models that will allow to evaluate the impact of both internal and external social capital of an enterprise on the future results of its activities. Today, the theoretical basis for constructing such models is not sufficiently developed, especially regarding the formalization of external social capital. Therefore, in this article, let’s use the method of simulation modeling, reproducing the logic of the influence of external social capital of enterprises on their activities. To achieve this aim the method of the normative theory of decision-making is applied, which consists in formalizing the choice situations in which the subjects are in the form of decision-making problems. As research results an approach is proposed to simulate the impact of the company's external social capital on the decision of its stakeholders, based on the construction of formalized decision-making tasks that describe the choice situations in which stakeholders are located and adjust the parameters of these tasks depending on the characteristics of the relationship between the enterprise and the stakeholders. This approach has the following content: 1. Simulation of the dynamics of the characteristics of the relationship between the enterprise and each homogeneous group of stakeholders is carried out. The dynamics of the form of relations, the norms of relations and, first of all, the expectations of stakeholders are modeled. 2. Depending on the current characteristics of the relationship between the enterprise and the stakeholders, for each homogeneous group of stakeholders, the components of the decision-making task are selected to select the parameters for their interaction with the analyzed enterprise. 3. The decisions of each decision-making problem are calculated and on this basis the future parameters of stakeholder interaction with the enterprise under consideration are determined. 4. Resource limitations for the future activity of the enterprise are calculated. The proposed approach makes it possible to assess the future behavior of enterprise stakeholders depending on the characteristics of their relations with this enterprise. This approach is intended for application in simulation models of enterprises' activities taking into account their relations with stakeholders.