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The impact of marketing resources on corporate competitiveness
Tamás Gyulavári,Zsófia Kenesei
Tr?i?te/Market , 2012,
Abstract: The objective of this paper is to analyze the association between marketing resources and corporate competitiveness. Empirical data were collected by a survey of 300 domestic organizations and the results were compared to the ones of a similar research conducted five years before. We have found that all the marketing resources investigated have a significant effect on marketing performance. Among them the most marketing-related resource dimension, called market management, excels regarding the strength of the association with competitiveness. Clusters of companies were formulated and analyzed. A small group of the companies investigated (12%) managed to advance in the development and possession of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant.
IMPACT OF CORPORATE IMAGE AND CORPORATE REPUTATION ON CUSTOMER LOYALTY: A REVIEW  [cached]
Wei-wei TANG
Management Science and Engineering , 2007,
Abstract: How to Boost customer satisfaction and customer loyalty is a golden rule of that business create profit in low profit era. This study aims to describe the relationship between corporate image and corporate reputation, and their impact on the customer’s loyalty. In the end of this paper, a model of evaluation this impact is proposed. Key words: corporate, image, reputation, customer loyalty
Research on Corporate Image Orientation  [cached]
Hao Lv
Asian Social Science , 2009, DOI: 10.5539/ass.v4n5p18
Abstract: Corporate image orientation is the base of corporate image planning and the first step to implement CIS (Corporate Identify System) designing. According to different schemes and design aims, strategies adopted by corporate image orientation are different. Generally speaking, we can adopt demand adaptation, reciprocal thinking, dominance prominence, reorientation and improving the occasions to implement corporate image orientation. According to their own developmental characters, situations in the market, situations of market competition, enterprises can flexibly adopt corresponding strategies in different stages of enterprise development to make the corporate image orientation clear and exact and make the corporate image impressive.
The Communications of Corporate Social Responsability  [PDF]
Mihaela Bucur,Sorina Moica,Raluca F?rca?
Scientific Bulletin of the ''Petru Maior" University of T?rgu Mure? , 2011,
Abstract: This paper present the role and interaction between communication and Corporate Social Responsibility, strengtheningin the same time that communication it is a key factor to begin and keep a proper Sustainable Development strategy. The importance of communication is essential, taking in consideration the awareness in the interior and in the exterior of organization strategy, ethical, ecological and socio-economical objectives, since information regarding the impact of the company’s activities, products and services as well as regarding the impacts of changes that can supervene in time, can only be provided in this way. Since there are many ways to communicate regarding the actions of CSR, it is important to know what kind of messages and ideas can resonate with a certain audience, considering the stage in which the ISO 26000 standard’s development stands.
前瞻型环境战略对企业绿色形象的影响研究
The Study of the Impact of Proactive Environmental Strategy on Corporate Green Image
 [PDF]

田虹,潘楚林
TIAN Hong
,PAN Chulin

- , 2015,
Abstract: 摘要 从自然资源基础观出发,研究前瞻型环境战略对企业绿色形象的影响。提出前瞻型环境战略会通过影响绿色核心能力、绿色产品创新与绿色过程创新,进而对企业绿色形象产生积极影响,并创建了相关关系模型。研究表明,前瞻型环境战略会提升企业绿色形象,绿色核心能力与绿色创新在前瞻型环境战略与企业绿色形象间存在链式中介作用。另外,对比了提升企业绿色形象的不同路径,为企业构建高区分度的企业形象提供了新的思路和建议。
Environmental problems are becoming increasingly severe, and thus environmental management of organizations is of great importance. From the perspective of the Natural resource-based view, this study proposes that proactive environmental strategies have positive effect on corporate green image by impacting on green core competencies, green product innovation and green process innovation, and develops the model depicting their relationship. The empirical results show that proactive environmental strategies can improve corporate green image, green core competencies, and green product innovation, and green process innovation has a chain mediation role between proactive strategy and corporate green image. Furthermore, the study compares several methods which can enhance corporate green image, and provides new solutions and suggestions for enterprises to build unique corporate image
The Impact of Recession on the Implementation of Corporate Social Responsibility in Companies  [PDF]
Placier Klára
Journal of Competitiveness , 2011,
Abstract: During the last few years, companies have had an increasing interest in Corporate Social Responsibility (CSR) and its implications in economic performance and competitive environment. However, as a result of the recent economic decline, CSR and the overall attitude of companies towards socially responsible activities have been affected. This article discusses the shift in the perception of CSR during the economic recession as well as the current implementation of CSR in the corporate sector, especially in a period when features such as financial stability, innovation and competitiveness are crucial. The research was based on a cross-case analysis in three companies. The analysis resulted in the identification of the impact of recession on CSR and an outline of the trends for future development.
The Necessity of Corporate Image Specialization: Through the Case Study of Comparative Analysis between the Domestic and Overseas Market of Korean Company  [cached]
Kim Insun
Asian Journal of Business Management , 2013,
Abstract: In Korea, conglomerates only began their overseas expansion after 1997 Asian financial crisis. However, their low image and brand recognition though was an obstacle prohibiting corporate growth and economic development. When we consider the conglomerates’ enormous influence in the domestic economy, it is not only the continuous growth of the conglomerates that is at stake, but also the domestic economy and social stability. On this situation, this research focuses on concrete examples based on the actual conditions of the corporate image and find ways for that improvement under the economic system where the conglomerates are the backbone of the Korean economy. Using Hyundai Motor Company as the case study, a questionnaire survey was conducted with regards to the actual conditions of its corporate image competitiveness in the main markets of Korea (Monopoly market) and China (Foreign, Competitive market) by targeting potential consumers to find out their corporate image recognition towards HMC and its competitors. Using the empirical data on the actual condition of HMC’s corporate image and the task of revising the approach to improving corporate image is clarified. Henceforth, this study went from prior researches until now that only looked at the fragmentary management strategic problems to the actual conditions of corporate image in main markets.
The Model of Evaluation of the Impact of Corporate Social Capital on the Operation of Enterprise
Irena Ma?erinskien?,Jolita Vasiliauskait?
Engineering Economics , 2007,
Abstract: Concept of corporate social capital has gained significantattention of academicians and practitioners fromdifferent backgrounds recently. As any other form ofcapital (i. e. physical or human capital), social capitalrefers to a specific asset that yields a stream of benefitsover the time. Social capital is an essential asset in contemporarybusiness world where timely information, proactiveadjustment to the market changes and flexibilityare the main competitiveness factors. Social capital enablesefficient cooperation, facilitates exchange ofknowledge and information, lowers the costs of contractsand has many other positive impacts. But it can also becomean obstacle for goal achievement or cause lossesbecause of the improper investment or over investment.As any other asset social capital also needs considerableinvestments to be created and maintained. If these investmentsare channeled into the improper form of socialcapital it will not produce expected benefits but, contrarily,will cause significant costs.Hence, the need for the means for the evaluation ofcorporate social capital impact that could be applied byacademicians as well as practitioners occurs. Recentstudies on the corporate social capital impact are concentratedon the particular impact of different types ofsocial capital or particular conditions that determine thenature of the impact. Most scholars concentrate solely onpositive or negative side of impact of social capital tryingcompletely to reveal the broad and various nature of impactof social capital or concentrate on the particularaspects of some part of this impact. There is no attempt inscientific literature to integrate the theoretical and methodologicalfindings on evaluation of the impact of corporatesocial capital in order to develop the instrument forthe evaluation of aggregate impact of social capital.Besides, the big variety of the criteria reflecting bothpositive and negative impact of corporate social capitalis applied in scientific literature. Some of it reflects indirectimpact of social capital or are overlapping. So, itcauses confusion when developing the instrument for theevaluation of corporate social capital impact and showsthe need to analyze and systemize it with the aim to composethe thorough but small-scale list of corporate socialcapital impact on the operation of enterprise evaluationcriteria.This article aims to meet the demand for the instrumentfor the evaluation of the aggregate impact of corporate social capital presenting the model based on thecost-benefit analysis method. Cost-benefit analysismethod was chosen de
THE ROLE OF TECHNOLOGICAL DISCOURSE IN CORPORATE IMAGE MAKING
Sushkov Ivan Vladimirovich
Magister Dixit , 2012,
Abstract: The article deals with the techlologisation of discourse and specifies the role of technological discourse in construction of corporate image.
Corporate Social Responsibility and Mobile Telecommunication Competitiveness in Nigeria: The Case of MTN Nigeria  [PDF]
John Efiok Nsikan, Victor A. Umoh, Mbaa Bariate
American Journal of Industrial and Business Management (AJIBM) , 2015, DOI: 10.4236/ajibm.2015.58052
Abstract: In Nigeria, the aftermath of the Niger Delta crises had spark off research interest on corporate social responsibility (CSR) and environmental sustainability. However, how telecommunication firms in Nigeria perceive and practice CSR and the link with competitive advantage is rarely investigated. This study examines the extent of relationship between CSR and mobile telecommunication competitive advantage. The survey design was adopted, making use of random sampling to select 200 participants from staff of MTN. Structured questionnaire was employed to collect relevant primary data and analysis was carried out through regression analysis and Chi-square technique. Results showed that except staff welfare, significant relationship existed between environmental awareness, community wellbeing and competitive advantage. To further enhance competitiveness, the firm’s social responsibility to its workforce should be improved upon by introducing flexible working hours, facilitating work/life balance, ensuring prompt promotion, and considering internal advancement as a strategic option.
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