Formation and management of the enterprise's image as a factor of competitiveness

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dc.contributor.authorTur Olesia
dc.contributor.authorTur Olexandr
dc.date.accessioned2025-12-22T12:10:10Z
dc.date.issued2020
dc.descriptionTur, O. Formation and management of the enterprise's image as a factor of competitiveness / O. Tur, O. Tur // Economic and Engineering Studies : Scientific Journ. of Cahul State University "Bogdan Petriceicu Hasdeu". – Cahul, 2020. – № 2 (8). – С. 4–14.
dc.description.abstract1The formation o f the enterprise's image at each stage o f enterprise development was studied and it was found out that this is a long and cost-effective process that requires consistency, but comparing costs and effects justifies actions. It was also determined that the formation o f the enterprise's image occurs under the influence o f external necessity, which arises in a competitive environment and is aimed at both external and internal target audiences. To enhance the influence o f the emotional component o f the image, the enterprise forms not only a positive image through the results o f its activities, but also such external indicators as location, interior, appearance ofpersonnel, management. Also, an important condition for creating a positive image is the establishment o f public relations, mass media, and constant identification o f the nature o f perception o f the company's image by various groups o f the population when conducting sociological research. In the course o f the research, tools for forming a positive image o f the enterprise were identified, such as positioning, manipulation, mythologization, emotionalization and visualization. It was revealed that the image o f an enterprise consists o f the following structure: the image o f the product, the image o f the consumer o f the product, the internal image o f the enterprise, the image o f the leader, the visual image o f the enterprise, the social image o f the enterprise. It was found out that after forming the image o f an enterprise, it is necessary to manage it on the basis ofperiodic assessment o f it. Therefore, image management can be carried out both at the level o f a special public relations department and at the level o f enterprise management. As for the periodic assessment o f the enterprise's image, it can be carried out by full-time specialists who know the basics o f improving the image or involve specialists from specialized agencies. During the study, qualitative models for assessing the image o f an enterprise were identified, namely: a constructive model, a ranking method, focus groups that are focused on identifying deep and unconscious characteristics o f people's consciousness and quantitative models (questionnaires, interviews). There are also methods for assessing the image o f an enterprise using: semantic differential, scales, integral indicators, etc. They allow you to consider from different angles the effectiveness o f image influence on the profitability o f an organization and its economic indicators. There is also an analysis o f secondary information to assess the image: content and intent analysis is the consideration o f exactly those sources o f information that the company uses to influence its contact audiences. The more widely an enterprise collects information from various informants, the more complete picture o f its image in current market situation is created. And the formation o f the image was studied on the example ofALC "Yagotynsky Butter Plant" and it was found out that this enterprise has a high competitiveness, since it produces high-quality products, helps the environment and society by holding various events and actions.
dc.identifier.issn2587-313X Prin
dc.identifier.issn2587-3121 online
dc.identifier.otherhttp://jees.usch.md/
dc.identifier.urihttps://eir.nuos.edu.ua/handle/123456789/11549
dc.language.isoen
dc.relation.ispartofseriesUDC; 334.72: 330.4:330.101.54: 330.35
dc.relation.ispartofseriesJEL classification; B21, B22, C l, D2, D6, D7, E6.
dc.subjectimage
dc.subjectimage o f the enterprise
dc.subjectcompetitiveness
dc.subjectimage formation tools
dc.subjectimage assessment
dc.subjectALC "Yagotynsky Butter Plant"
dc.titleFormation and management of the enterprise's image as a factor of competitiveness
dc.typeArticle

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