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Metaforyczny Opis Organizacji W Zarządzaniu I Marketingu Przedsiębiorstw Usługowych

Author

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  • Monika BOGUSZEWICZ-KREFT
  • Jan KREFT

Abstract

Celem artykułu jest wskazanie znaczenia metafor w opisie działalności przedsiębiorstwa oraz prezentacja wybranych metafor znajdujących zastosowanie w zarządzaniu i marketingu przedsiębiorstw usługowych ze szczególnym uwzględnieniem przedsiębiorstw medialnych. W opracowaniu wykorzystano metodę analizy literatury. W treści zaprezentowano pojęcie metafor i ich rolę w organizacjach, typologię metafor oraz przykłady ich wykorzystania w przedsiębiorstwach usługowych oraz medialnych, w szczególności koncentrując się na metaforach teatru i orkiestry. W artykule wskazano również ograniczenia stosowania metafor. Słowa kluczowe: zarządzanie, marketing usług, metafory, przedsiębiorstwa medialne.

Suggested Citation

  • Monika BOGUSZEWICZ-KREFT & Jan KREFT, 2016. "Metaforyczny Opis Organizacji W Zarządzaniu I Marketingu Przedsiębiorstw Usługowych," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 1, pages 27-36.
    • Handle: RePEc:aou:nszioz:y:2016:i:1:p:27-36
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    References listed on IDEAS

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