期刊名称：CROMA Journal : Contemporary Research on Organization Management and Administration
印刷版ISSN：2335-7959
出版年度：2017
卷号：5
期号：2
页码：54-61
出版社：Academic Association of Management and Administration
摘要：Purpose – Within comparison of differences in a relationship of corporate identity andcorporate image we may result in statement that identity represents the way the company presentsitself via communication, personnel, goods, services and image represents the way this presentation isperceived by individual parts of marketing macro and micro environment. The aim of the paper is tofind out, how small and medium sized companies approach to the topic of formulating corporateidentity and managing it to get positive perception from the enterprise environment.Design/methodology/approach – Within the formulation of the questions in structurequestionnaire and interview we based our knowledge on the given vocational articles andpublications. These have shown that gradually growing tendency of small and medium sizedcompanies in Slovakia to work actively on creating corporate identity, even though there aresignificant reserves in the effort of forming positive corporate image in public. Within the effort toacknowledge or disprove published facts, a structure questionnaire was created together withquestions for an interview. The research was done from March to July 2017 in small and medium sizedcompanies in Nitra region and in Trenčín region. Within evaluation of the questionnaires we usedregression and correlation analysis.Findings – Corporate identity is, together with corporate culture and communication, animportant element of creating the corporate image. In spite of the fact that small and medium sizedcompanies were included in the research, they stated that they try to actively engage into process ofsystematic corporate image forming within its elements like corporate design, corporatecommunication and corporate behavior, their serious approach to individual – employee, which isa significant element of modification of employee´s and company´s image, shows significant reserves.83% of asked small and medium sized companies find it important to implement, at least basic formsof education in the area of effective internal communication. But only 56% of the surveyed companiesreally apply it.Each company is different, original concerning its localization, country of origin, or ownershipand applied leadership style. Especially leadership style and attitude of the managers is, exceptfinancial part and costs, one of the most important factors which significantly influence interest ofa company as a whole in systematic forming of the elements of corporate identity and corporate imageforming.Research limitations/implications – Our research was conducted within two selectedregions in Slovakia and our findings may or may not be generalized to other regions in Slovakiaor EU.
关键词：management; corporate identity; corporate image; SME in Slovakia
