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CNAA / Theses / 2022 / June /

Image as a factor for increasing the competitiveness of the company on the market


Author: Malancea Iurie
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2023
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova

Status

The thesis was presented on the 28 June, 2022
Approved by NCAA on the 24 February, 2023

Abstract

Adobe PDF document – 1.00 Mb / in romanian
Adobe PDF document – 0.99 Mb / in english

Thesis

CZU 339.138:658(043)

Adobe PDF document 7.02 Mb / in romanian
197 pages

Keywords

marketing, image, identity, brand, competitiveness, competitive advantage, measurement methods, Republic of Moldova, positioning, competitive strategies, integrated communications

Summary

The volume and structure of thesis. The thesis includes introduction, three chapters, general conclusions and recommendations, bibliography of 113 titles, 7 annexes, 156 pages of basic text (up to Bibliography), 34 figures and 40 tables. The results are published in 8 scientific papers.

Field of study: Economics.

The object of the research: the concept of image and identity in the marketing, applied towards increasing the competitiveness of the enterprise on the market. The purpose of the research: to develop methods of analysis and management of enterprise image that will result in strategies that effectively use marketing to increase competitiveness.

Research objectives: identification and delimitation of conceptual approaches to the concepts of image and identity; examination of image as a source of competitive advantage; identification of tools and methods of image measurement; investigation of the competitiveness of the Republic of Moldova in the global competitive context; delimitation of the peculiarities of the competitiveness of the clothing sector through the prism of image; research and evaluation of the image of local brands Iuvas, Maicom, Vasconi; elaboration of competitive strategies for the improvement of the image of enterprises in the Republic of Moldova.

Scientific novelty and originality: lies in researching the concept of company image and identity in the context of economic competitiveness and advancing an operational framework (process) for strategic image management on the basis of which the company will continuously improve the competitiveness of the company through image.

The important scientific problem solved in the research: Problem: lack of clarity and knowledge of the concept of image as a source of competitive advantage for a company. Research question: how can we measure the image of an enterprise and what are the sustainable strategies to develop and strengthen the competitiveness of the company through image? Methods and techniques of image measurement that consider the specifics of stakeholders have been identified and an operational framework for image management has been proposed that includes strategic guidelines for strengthening the competitiveness of enterprises in the Republic of Moldova in order to make marketing activities more efficient.

The theoretical significance of the research is evidenced by the in-depth study of all the constructs defining the concept of image and the ambiguity of the term in the literature.

The applicative value of the paper is represented by the analysis of the competitiveness of the clothing sector, the development of methods to measure the image of an enterprise, the evaluation of the image of the local brands Iuvas, Maicom, Vasconi and the development of competitive strategies to strengthen the image of the enterprise.

The implementation of the scientific results: within the leadership of Iuvas LLC, the Public Relations and Communication Department of Divitia Gratiae University, within the Marketing Management subject taught to the master students of the TCMI International Institute, based in Sattelbach, Austria, in business trainings and workshops organized by the company Advanced Consulting LLC, in collaboration with the Swiss organization COM International. The results of scientific investigations have also been communicated at national and international scientific conferences and through scientific publications in relevant journals. 6