BUSINESS INFORM №10-2018

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57

Section: Management and Marketing
UDC 334.78
Kovalchuk T. H.
The Influence of Image and Reputation on the Activity of Enterprise in the Conditions of Globalization (p. 377 - 381)
The article is aimed at defining the concepts of «image» and «reputation», highlighting their similarities and differences, analyzing their impact on the enterprise’s activities, and outlining the main directions of formation of appropriate image and reputation for obtaining of attractiveness in foreign markets. The methodological basis of the research consists of the publications of leading researchers on this problem. The methods of statistical analysis, system generalization, as well as qualitative and quantitative comparison were used in solving the set tasks. It is determined that for enterprise one of the main ways to attract the attention of consumer is to create a positive image together with business reputation. The concepts of «image» and «reputation» are disclosed; their peculiarities are identified; factors of influence are substantiated; further steps on improvement of image and reputation of enterprise are suggested and their influence on results of the activity of enterprise taking into consideration globalization processes is determined.
Keywords: image, reputation, attractiveness, market position, competitiveness, positioning, globalization.
Bibl.: 12.

Kovalchuk Tamila H. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kovalchuk, Tamila H. (2018) “The Influence of Image and Reputation on the Activity of Enterprise in the Conditions of Globalization.” Business Inform 10:377–381.

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