Autori
Baccarani, ClaudioGolinelli, Gaetano MariaTitolo
The non-existent firm: relations between corporate image and strategy Periodico
SinergieAnno:
2015 - Volume:
33 - Fascicolo:
97 - Pagina iniziale:
313 - Pagina finale:
323Increasing competitiveness and changes in social expectations of firms has resulted
in a growing interest in the field of the corporate image and its strategic role in the
networking management of internal and external relationships. If a firm’s image is
positive, it may convey cohesion within the organization, and trust, credibility and
legitimacy to the stakeholders. The aim of this study of the successful corporate image
is to reach a definition for such an image, and possible solutions for improving it. The
study concludes that an unequivocal and universal corporate image does not exist. As
a result, there are as many images as there are people who interact with a company.
Each person’s perception is a result of the communication process, their satisfaction and
the way they perceive the entire interaction. If a firm pays attention to its image, it should not conform to its interlocutors’ requests or attempt to change its stakeholders’ expectations; but rather, to express its culture and personality, and on the basis of its shared values, act ethically on the same wavelength as social expectations. On the contrary, if a firm cannot express its identity, it will not be able to have a specific role in society and runs the risk of not surviving in a future context, which, like the current one, is characterized by strong environmental discontinuity.
SICI: 0393-5108(2015)33:97<313:TNFRBC>2.0.ZU;2-N
Testo completo:
https://doi.org/10.7433/s97.2015.19Esportazione dati in Refworks (solo per utenti abilitati)
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