IDEAS home Printed from https://ideas.repec.org/a/vrs/mosaro/v24y2017i2p81-103n3.html
   My bibliography  Save this article

The image of a research institution as an important element in shaping the level of competitiveness of the organisation

Author

Listed:
  • Świeczak Witold

    (Institute of Aviation, Poland)

Abstract

The primary objective of the publication is defining the factors and processes affecting the efficient course of actions undertaken around building a positive image of the organisation. The study raises key aspects of this issue. The diagnosis providing that the recipient is guided in his/her purchasing decisions by the opinions about a given product or service that reach them through all the available content distribution channels is appearing increasingly often in subsequent study findings. The same studies have also confirmed that an inherent feature of a knowledge-based economy is the level of the intangible asset share as regards determining the position of an organisation (brand, reputation). The unbridled increase in competition has led to the generation of a growing volume of advertising offers for buyers, as a result of which standing out among other market players has now become more of an issue. One of the ways to enhance an organisation's presence in a changing environment includes measures promoting its positive image creation and shaping of favourable (valuable) opinions about it. The selection of the appropriate image concept to a constantly changing business environment in terms of competing or consumer preferences requires an effective response to their experiences in the cognitive, emotional and behavioural dimensions. If they are positive, they will contribute to building a favourable mindset among consumers, which in turn will facilitate the formation of a positive image of the organisation.

Suggested Citation

  • Świeczak Witold, 2017. "The image of a research institution as an important element in shaping the level of competitiveness of the organisation," Marketing of Scientific and Research Organizations, Sciendo, vol. 24(2), pages 81-103, June.
  • Handle: RePEc:vrs:mosaro:v:24:y:2017:i:2:p:81-103:n:3
    DOI: 10.14611/minib.24.06.2017.09
    as

    Download full text from publisher

    File URL: https://doi.org/10.14611/minib.24.06.2017.09
    Download Restriction: no

    File URL: https://libkey.io/10.14611/minib.24.06.2017.09?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mosaro:v:24:y:2017:i:2:p:81-103:n:3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.