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Author
Wojnarowska Halina (Uniwersytet Ekonomiczny w Krakowie)
Title
Wizerunek a reputacja przedsiębiorstwa : istota, znaczenie, wzajemne relacje
Corporate image vs. corporate reputation : concept, significance and mutual relations
Source
Edukacja Ekonomistów i Menedżerów : problemy, innowacje, projekty, 2013, nr 4 (30), s. 11-23, bibliogr. poz. 35
Education of Economists and Managers : problems, innovations, projects
Keyword
Wizerunek przedsiębiorstwa, Tożsamość, Zaufanie
Company image, Identity, Trust
Note
summ.
Abstract
Rosnąca konkurencja i wzrastające wymagania interesariuszy wobec przedsiębiorstw rodzą konieczność profesjonalnego kształtowania ich relacji z otoczeniem biznesowym i społecznym. Kreowanie wizerunku, budowanie wiarygodności i reputacji przedsiębiorstwa staje się, obok kwestii jego finansowej efektywności, osiągania przewagi konkurencyjnej, zwiększania rynkowej wartości równie ważnym, jak nie najważniejszym celem, często bowiem determinującym możliwość realizacji pozostałych. W niniejszym artykule, w świetle literatury przedmiotu podjęto rozważania dotyczące pojęcia, znaczenia, ewolucji i wzajemnych relacji między wizerunkiem a reputacją przedsiębiorstwa. W ich efekcie zasugerowano konkretne działania, które przedsiębiorstwa powinny podejmować, aby być bardziej wyrazistymi, przewidywalnymi i godnymi zaufania. (abstrakt oryginalny)

Growing competition and increasing requirements of stakeholders to businesses raise the need for professional development of their relationship with the business environment and society. Image creation, building credibility and reputation of the company becomes important, if not the most important of corporate goals, next to its financial viability, competitive advantage, market value increase. A positive image often determines the feasibility of other goals in companies. The paper elaborates on the meaning, structure, impact, evolution and the relationship between the image and reputation of the company, based on the literature on the subject. In conclusion there is a suggestion of specific actions that companies should take to be more expressive, predictable and reliable for customers and other market players. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
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Bibliography
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ISSN
1734-087X
Language
pol
URI / DOI
http://dx.doi.org/10.5604/01.3001.0009.4615
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