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W artykule przedstawiono rolę szeroko pojętego corporate identity w tworzeniu wizerunku przedsiębiorstwa. W pracy zwrócono uwagę na poszczególne elementy corporate identity, w tym na corporate design, corporate behaviour i corporate communications. Po przedstawieniu zasad metodycznych budowy corporate identity, w drugiej części referatu autor dokonał porównania obecnego sposobu tworzenia corporate...
The special characteristics of family firms, such as the owning family’s involvement and control or its strong identification with the business, make creating and preserving a good reputation desirable. Recent studies confirm the positive influence of a firm’s reputation on organizational success and non-financial goals, such as customer retention and social capital. The image and reputation of family...
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