Original scientific paper
The Business Image
Veronika Vugrinec-Hitrec
; Faculty of Economics, Zagreb
Abstract
The business image is a specific psychological and sociological category which represent the general impression about certain enterprise, corporation or even nation-developed by professionals and shared by public opinion. It can be the negative or the positive one. Cultural image of national economic space and strong business enterprise identity are in the very core of competitive advantage of firms in global world markets. There are several ways of making and holding the good business image of economic organizations. Within the business image frame analysis the author deals especially with the difference between comparative and competitive advantages in development of enterprises and nations. Special attention has been put on methods achieving business identity (strategic window, global marketing management leadership, market-niche strategy).
Keywords
Hrčak ID:
154983
URI
Publication date:
30.6.1992.
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