Gaydamashko P.S.Published in:
Russian Journal of Humanistic Psychology
– Volume 5, Number 2 (April-June 2018)



Keywords: business authority, competitive advantage, competitiveness, image, positive image, reputation


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Abstract:

The article is devoted to the consideration of the role of image in ensuring competitive advantages of the enterprise. The article defines the functions of a positive image and the range of values of a positive image. In the course of the research, the main components of the image of enterprises are determined, its functions of classification are clarified; the role of the image as a component of the competitive advantages of the enterprise. The views on the importance of image in creating reputation, business authority and formation of competitive advantages of the enterprise are analyzed. The influence of the image on improving the efficiency of strengthening the competitive advantages of the enterprise. It is proved that the development of theoretical provisions and methodological tools of strategic management of the image of the enterprise in a competitive environment is an urgent scientific problem of importance, the solution of which depends on the competitiveness of Russian enterprises.

Highlights:

1.The image of the enterprise creates additional value and becomes one of the important components of competitive advantage.
2. Management of the company's image should have strategic type.
3. The image creates additional value and becomes one of the most important components of competitive advantage which is capable to provide survival to the enterprise in the long-term prospect.

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