Publishing Non-Fiction Literature in the System of Corporate Communications of Ukrainian Companies

А. Zelinska

Abstract


The purpose of the article is to provide a theoretical justification and practical analysis of the role of non-fiction publishing as a strategic tool in the corporate communications system of Ukrainian businesses.

Research methodology. A set of general scientific and special research methods was used in the preparation of this article. In particular, the method of secondary analysis of data from sociological surveys and market reports of the Genesis Press project for 2025 was used to identify patterns in reader demand. The modelling method was used to visualise the functional structure of corporate book publishing, and the systemic-structural method was used to consider the publication of business books as a multi-vector tool for building a company's reputation capital.

The results of the study showed that the publication of business literature has transformed into an independent media channel that allows companies not only to legitimise their status as intellectual leaders, but also to build a sustainable ecosystem around their values. It has been proven that corporate book publishing effectively solves the tasks of internal and external communication, ensuring a lasting reputational effect and a high level of stakeholder trust.

The novelty lies in the fact that the study identifies and details three key models of interaction between business and non-fiction publishers: curating translations of international bestsellers, creating authentic author projects based on local cases, and introducing corporate libraries as a branding tool.

The practical significance of the work lies in the classification of approaches to the use of non-fiction publications as a specific strategic marketing tool that contributes to the development of the national entrepreneurial environment and strengthens ties between the corporate sector and society.

Key words: business literature, corporate communications, corporate brand, non-fiction, publishing strategy, reputation management.


References


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2025.3(63).3

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