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Creation and administration of firm’s image


Author: Mihail Solcan
Degree:doctor of economics
Speciality: 08.00.05 - Economy and Management (in branch)
Year:2007
Scientific adviser: Vadim Cojocaru
doctor, professor, Academy of Economic Studies of Moldova
Institution:
Scientific council:

Status

The thesis was presented on the 17 April, 2007
Approved by NCAA on the 14 June, 2007

Abstract

Adobe PDF document0.37 Mb / in romanian

Keywords

management, management model, marketing, corporate/company image, process of image building, image factors of influence, image and reputation model, corporate mission and culture, company policy, corporate style, advertising, public relations, program of changing the image, building materials market, image evaluation, image management

Summary

The scientific petition has the aim to point out the manners of creation and development of firm’s image through delimitation of the image’s content, factors of influence and the process of creation and administration of it. The research is finishing with the range of recommendations at the level of enterprise, oriented to the consolidation of corporative image.

Thus, in the thesis is examined the content of a firm’s image, is pointed out the main internal and external factors of influence and it is characterized the content of the process of creation / changing of the corporative image. It is remarkable the analysis of the practical and financial value of the image from the enterprise position, in the same line with the dangers of a negative image.

In accordance with established aims had been researched the mission and the corporative culture as determinant factors in image creation. At the same time a link is marked between company’s policy and organizational structure with corporative image. A separate attention has been offered to publicity activities and relations with the public, efficient in the creation and administration of firm’s image, being examined the general principles for their realization.

It presents the interest of the analysis of the elements of corporative style and of the range of associative factors in improving the corporative image. Thus, it is mentioned the process of creation of “cumulative” images looking at the companies through commercial marks of the firm’s products; their affiliation to a branch; accentuation of origins of some elements which are component part of the products of the company; disposition of the business through association wit country of origin of the firm, on the base of some patriotic reasons.

In the thesis there are mentioned the process’s stages of evaluation of the firm’s image and there are mentioned four models of the managers in the function of the governance’s style adopted to the creation / changing of the company’s image: promoter, commandant, reformer and philosopher.

Conclusions and recommendations have a conceptual, methodological and applicative character and may be useful in the elaboration of the projects of the creation, changing and administering of the image on the level of the enterprises, being important and for the training process in the frame of the university courses with the specialties of business and administration, marketing and logistics, tourism, trade.