Broadcasting the Values of Corporate Culture as a Tool of Forming the Company's Image
Journal Title: Бізнес Інформ - Year 2014, Vol 12, Issue 0
Abstract
The article is aimed to study the use of corporate communications for broadcasting the values of corporate culture. In the analysis of functions of corporate culture, its role as a source of forming a positive image of company, its business reputation and, as consequence, of the company's brand, was disclosed. Using the economic, organizational, socio-psychological and communicational tools, management must develop a kind of culture that supports the chosen strategy and takes into account the interests of all groups of stakeholders. Building an effective system of communication with stakeholders involves broadcasting of the key corporate values. As the most effective channels of communication are considered corporate websites and official pages on social networks. In the study the official websites and the official Facebook pages of the 30 largest companies of Ukraine, Poland and the Czech Republic were analyzed. The last two have been selected due to their geographical proximity to Ukraine, similarity of transformation processes going on in our country at the present time, which also were developing in these countries years before, as well as other parameters that allow to see these countries as convenient objects for comparison. The study involved exploration of practice of using communication tools for broadcasting of the key values of corporate culture with a view to creating a positive image of the company and strengthening of its brand. Directions of increasing the efficiency of corporate communications of domestic companies against the background of globalization and European integration of Ukraine have been reasoned. Use of the proposed recommendations may contribute to improving the image of Ukrainian companies, increasing their competitiveness at the global markets. The prospect for further research is to elaborate a solution to the problem of an economic evaluation of the efficiency of formation and development of corporate culture.
Authors and Affiliations
Denys Lifintsev
Keywords
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