AWARENESS OF ENTREPRENEURIAL ORGANIZATION’S BRAND BUILDING AMONG EMPLOYEES OF THE MUNICIPAL COUNCIL
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Presented article is the result of research work in the field of awareness of entrepreneurial organization’s brand building among the employees of municipal council. The concept of brand, already well established, has recently moved far beyond the original link with product and services. Municipal council, managed by mayor and, on their behalf, the office staff, is an organization that provides public services. Due to the increased need of public for the quality and choice of services, as well as limited funding available to local governments, the latter face the challenge of transition from the bureaucratic to entrepreneurial system. It can be achieved by building an entrepreneurial organization’s brand of a public service organization. Accordingly, brand building should be associated with the awareness of organization management goals, and the way of their implementation.
Authors and Affiliations
Wiktor Widera, Zbigniew Widera, Ewa Dudzić
Keywords
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