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Figiel Adam (Uniwersytet Ekonomiczny w Krakowie)
Obsługa rynków nierentownych a wizerunek przedsiębiorstwa
Operating on Unprofitable Markets and the Company Image
Studia i Prace Kolegium Zarządzania i Finansów / Szkoła Główna Handlowa, 2010, z. 98, s. 63-70, bibliogr. 12 poz.
Wizerunek przedsiębiorstwa, Marketing przedsiębiorstwa, Organizacje non-profit
Company image, Enterprise marketing, Non-profit organisations
Celem tego opracowania jest zasugerowanie, że rozwój pozytywnego korporacyjnego wizerunku jest alternatywną korzyścią dla przedsiębiorstw przymuszonych obsługiwać nierentowne rynki poprzez wykorzystanie efektu halo. (fragment tekstu)

Developing globalisation processes and growing corporate competition are likely to force companies to operate on unprofitable markets. The operation on these markets should not be perceived as unwanted costs that must be incurred by the company to gain access to the markets of developing countries. Incurring these costs, the company can raise capital or intangible assets like goodwill or favourable image. Thanks to goodwill and image the unwanted costs mentioned above can be compensated handsomely by profits generated in other parts of the globe. (original abstract)
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