AWARENESS OF ENTREPRENEURIAL ORGANIZATION’ S BRAND BUILDING AMONG EMPLOYEES OF THE MUNICIPAL COUNCIL Cover Image

AWARENESS OF ENTREPRENEURIAL ORGANIZATION’ S BRAND BUILDING AMONG EMPLOYEES OF THE MUNICIPAL COUNCIL
AWARENESS OF ENTREPRENEURIAL ORGANIZATION’ S BRAND BUILDING AMONG EMPLOYEES OF THE MUNICIPAL COUNCIL

Author(s): Zbigniew Widera, Wiktor Widera, Ewa Dudzic
Subject(s): Social Sciences, Economy, Media studies, National Economy, Business Economy / Management, Political Sciences, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand building; competition in the market; entrepreneurship; local government; organization management;

Summary/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.

  • Issue Year: 4/2016
  • Issue No: 1/1
  • Page Range: 484-493
  • Page Count: 9
  • Language: English
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