Abstract

The aim of the article. The aim of the article is to create a common integrated circuit image management during a life-cycle of enterprise based on internal and external economic conditions. The results of the analysis. In the article the general scheme of image management during a life-cycle of enterprise based on internal and external economic conditions is formed. There is no single view on the question of forming general concepts and approaches to image building. That threatens making the correct management actions in developing and strengthening the image by top professionals. In the article several tasks were accomplished for achieving the main goal. The basic concepts of formation and management of the company image are analyzed. According to this the main tasks of image policy on company life-cycle, the activities on the formation of internal and external image were defined. The approaches of the formation and company image management are analyzed. The features and the necessity of using different approaches to image management at each stage of the company life cycle are highlighted. Research results of modern approaches to the company image formation serve the goals of reconstruction a coherent picture of this management problem were developed. The author proved that measures for formation and management of company image should be based on the analysis of existing conditions of its image and stages of its life cycle, which will increase the efficiency of management. Conclusions and directions of further researches. Completed the system analysis of the concepts and approaches to the formation and the company image management, revealed their strengths and weaknesses. The conceptual scheme of the purposeful control of company image on the stages of its life cycle was developed. Recommendations how to use the approaches to manage company image on its life-cycle were proposed.The results obtained allow forming the image policy, which is adequate to the existing and prospective state of development of an enterprise. And this, in turn, allows developing theoretical and methodological foundations of the purposeful control of the image on the enterprise life-cycle of, increase management efficiency. Further research should be aimed at the development of a methodological framework for assessing the image of enterprise, its compliance status and life cycle stage to the development of adequate management measures.

Keywords: concept of image management, stages of enterprise life cycle, image policy, corporate image, image-making

JEL Classification: M21, M31.

Cite as: Kolodka, A. (2014). Complex scheme of company image management on the stages of its life cycle. Marketing and Management of Innovations, 1, 132-141. https://doi.org/10.21272/mmi.2014.1-13

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Aleshina, I.V. (2003). Korporativnyi imidzh: stratehicheskii aspect [Corporat image: strategic aspect]. Marketinh – Marketing, 7 [in Russian].
2. Vikentev, I.L. (1997). Priemy reklamy i pablik rileishnz [The methods of advertising and public relations]. Kiev: Naukova dumka, 254 [in Russian].
3. Vishniakova, M. (2003). Kontseptsiia formirovaniia imidzha kompanii (obshchii podkhod i rekomendatsii) [The concept of formation the company image (the general approach and recommendations)]. Marketinh – Marketing, 5 [in Russian].
4. Horbatkin, D. (2007). Podkhody k formirovaniiu imidzha organizatsii v srede sovremennykh menedzherov [Approaches to company image formation in the sphere of modern managers]. Korporativnaia imidzhelohiia – Corporate image studies, 1 [in Russian].
5. Dzhi, B.(2000). Imidzh firmy. Planirovanie, formirovanie, prodvizhenie [The company image. Planning, formation, advancement]. SPb.: Piter [in Russian].
6. Zhdanova, T.S. (2009). «Lenivyi marketinh». Printsipy passivnykh prodazh [«Lazy marketing». The principles of passive sales]. Dashkov i K [in Russian].
7. Illiashenko, S.M., & Kolodka, A.V. (2013). Stratehichne upravlinnia imidzhem promyslovoho pidpryiemstva [Strategic management of the industrial enterprise image]. Ekonomichna nauka XXI stolittia: realii ta perspektyvy – The economic science of the XXI century: realities and perspectives, 224-228 [in Ukrainian]
8. Kolodka, A.V. (2013). Rol imidzhu u zabezpechenni ekonomichnoi bezpeky pidpryiemstva [The importance of image in ensuring economic safety of the enterprise]. Ekonomichna bezpeka derzhavy – Economic security of the state [in Ukrainian].
9. Lamben, Zh.-Zh. (1995). Stratehicheskii marketinh [Strategic marketing]. M.: Vysshaia shkola [in Russian].
10. Rodionova, Ye. V. (2011). Innovatsionnii podhod k upravleniiu personalom [Innovative approach to personnel management]. Sovremennaya ekonomica: problemy, tendentsii, perspectivy – Modern economics: problems, trends, prospects, 5 [in Russian].
11. Sytnikov, A. (2003). Reputatsiia kompanii i upravlenie personalom [Company reputation and personnel management]. Imidzh kontakt – Image contact, 7 [in Russian].
12. TACIS: The European Union’s Tacis Programm. (n.d.). www.rsci.ru. Retrieved from http://www.rsci.ru/grants/fonds/100.php [in Russian].