Mechanisms for the Corporate Image Support and Change
In current market conditions where the level of competition is immense and the market is saturated with goods and services, classical strategies loose their power. These conditions stipulate the use of all attainable means by the organizations in aspiration of competitive advantage and strengthen value. Organizations, which do not offer unique goods or services and do not have a clear distinction from other companies, due to intensive competitions, will be forced to render their position in the market. Therefore, organizations are forced to rethink the foundations of their competitiveness and adapt them in order to gain competitive advantage over their competitors. In this context, good image of the organization becomes an essential element; it provides exclusivity to the organization in its relations with various influence groups and causes its dynamic development. This article discusses the strengthening aspects of organizations image using organizations identity management, crisis and integrated marketing communication means. The algorithm of the image formation of an organization, which includes all these mechanisms, is proposed.
image identity crisis communication integrated marketing communication
Greta Druteikiene
Vilnius University, Lithuania
国际会议
杭州
英文
522-527
2011-10-15（万方平台首次上网日期，不代表论文的发表时间）