CORPORATE REPUTATION - A NEW TYPE OF COMPETITION WITHIN THE CONTEXT OF GLOBALIZATION
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Summary
For the last few years corporate reputation has become a key asset of each organization. In the modern global economy characterized by a highly competitive business environment, the sustainability of an appropriate image as well as the creation of a positive public perception in the long run turned into major competitive advantages. The accession of Bulgaria to the EU and the penetration of Bulgarian companies on the European markets forced our companies to direct their efforts to improve the importance of their intangible assets and in particular of their corporate reputation and identity. The research aimed to define the level of efforts made by the companies in this aspect and the degree of awareness of the need for a positive corporate image; to specify the problems and difficulties in this field faced by the Bulgarian managers. The results of the research show that the companies in Bulgaria are trying to acquire positive reputation and image but are still insufficiently aware of the importance of the intangible assets (including the corporate reputation which is not per-ceived as a key factor for corporate success and a condition for economic growth.)
Pages: 28
Price: 3 Points
