BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Image of Trade Enterprise: Approaches to Its Formation
Rudenko I. V., Kulynych T. V., Nepran A. V.

Rudenko, Inna V., Kulynych, Tetiana V., and Nepran, Andrii V. (2020) “The Image of Trade Enterprise: Approaches to Its Formation.” Business Inform 4:464–471.
https://doi.org/10.32983/2222-4459-2020-4-464-471

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 3

Download article (pdf) -

UDC 17.022.1:658.6

Abstract:
The article is aimed at developing approaches to the formation of image in case of trade enterprises. A theoretical analysis of the definitions available in the scientific literature is carried out to understand and closer define the essence of the category of «image» in the context of current tendencies. The opinions of scholars on the interpretation of the concept of «enterprise image» are analyzed, on the basis of which it is concluded that the universal formulation of this category appears to be a complex one. It is justified that the image is a socio-psychological category, which is based on a person’s special sensitivity to the social environment. The authors’ own definition of this concept is proposed, taking into account variability of the current economic situation in Ukraine. The features of the formation of image of trading enterprise are defined, and the feasibility of developing a complex of measures as to forming, supporting and improving the image are substantiated. It is emphasized that the image of trading enterprise is highly sensitive to changes in the business environment and needs to be adjusted to meet the needs of each individual participant. In the article are schematically depicted participants of external and internal business environments, influencing on the image of trading enterprise. An approach to image formation is proposed taking into account the targeted impact of management subjects on business environment participants (stakeholders). Focus is put on the rational (logical) and emotional (psychological) methods of influence of management subjects on the perception of information by different social groups. A mechanism for shaping the image of trade enterprises is developed, which will allow to interact with all participants of the business environment as effectively as possible. Four main sets of measures to improve the company’s image are presented: production and economic, marketing, clientele, personnel.

Keywords: image, enterprise, trade, stakeholders, formation, business environment.

Fig.: 3. Bibl.: 12.

Rudenko Inna V. – Candidate of Sciences (Economics), Associate Professor, Lecturer, Cyclic Commission of Economics, Management and Administration, Kharkov Trade and Economic College of Kyiv National University of Trade and Economics (202 Klochkivska Str., Kharkiv, 61045, Ukraine)
Email: [email protected]
Kulynych Tetiana V. – Candidate of Sciences (Economics), Lecturer, Cyclic Commission of Economics, Management and Administration, Kharkov Trade and Economic College of Kyiv National University of Trade and Economics (202 Klochkivska Str., Kharkiv, 61045, Ukraine)
Email: [email protected]
Nepran Andrii V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Entrepreneurship, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

Raiko, D. V., Tseitlin, L. M., and Drobakha, N. O. “Rozrobka zakhodiv informatsiino-emotsiinoho vplyvu na tsilyovi hrupy shchodo pidvyshchennia imidzhu pidpryiemstva“ [Developing the Activities of Informational and Emotional Impact on Target Groups to Improve the Enterprise’s Image]. Biznes Inform, no. 2 (2017): 355-364.
Zaruba, V. Ya., and Shasha, O. I. “Upravlinska kontseptsiia imidzhbildinhu“ [The Administrative Concept of Imagebuilding]. Biznes Inform, no. 1 (2011): 90-95.
Kashchena, N. B. et al. Dilova aktyvnist pidpryiemstva: sutnist ta metodyka analizu [Business Activity of the Enterprise: Essence and Methods of Analysis]. Kharkiv: Vyd-vo Ivanchenka I. S., 2016.
Zmanovskaya, O. Rukovodstvo po upravleniyu imidzhem [Image Management Guide]. St. Petersburg: Rech, 2005.
Barna, N. V. Imidzhelohiia [Imageology]. Kyiv: Universytet «Ukraina», 2008.
Slovnyk ukrainskoi movy [Dictionary of the Ukrainian Language], vol. 5. Kyiv: Nauk. dumka, 1974.
Azizov, S. P., and Kozhan, N. V. “Vykorystannia kontseptsii upravlinnia imidzhem pidpryiemstva u pidvyshchenni yoho konkurentospromozhnosti“ [Using the Concept of Enterprise Image Management in Increasing Its Competitiveness]. Problemy innovatsiino-investytsiinoho rozvytku. Seriia «Ekonomika ta menedzhment», no. 15 (2018): 74-81.
Syzonenko, V. O. Suchasne pidpryiemnytstvo : dovidnyk [Modern Entrepreneurship: A Handbook]. Kyiv: Znannia-Pres, 2007.
Shymko, O. V. “Imidzh yak instrument dosiahnennia konkurentnykh perevah torhovelnoho pidpryiemstva“ [Image as an Instrument to Achieve Competitive Advantages of Trading Enterprise]. Biznes Inform, no. 1 (2019): 440-446.
Vazhenina, I. S. “Imidzh i reputatsiya organizatsii: ekonomicheskoye soderzhaniye, formirovaniye i otsenka“ [Image and Reputation of the Organization: Economic Content, Formation and Evaluation]. Marketing v Rossii i za rubezhom, no. 2 (2010): 136-142.
Rudenko, I. V., and Chernushek, N. H. “Vyvchennia motyvatsii spozhyvachiv shchodo prydbannia tovariv“ [Study of Consumer Motivations to Purchase Goods]. http://www.rusnauka.com/29_DWS_2011/Economics/6_94921.doc.htm
Korolko, V. G. Osnovy pablik rileyshnz [The Basics of Public Relations]. Moscow: Refmbuk; Kyiv : Vakler, 2001.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster