Wizerunek przedsiębiorstwa oraz mechanizmy jego kreowania na potrzeby kształtowania potencjału rozwojowego
The image of the contemporary enterprise and the creation of mechanisms to meet the needs of shaping the development potential

Summary/Abstract: The authors of the paper formulated the thesis that increasing the ability of contemporary enterprise’s development needs another intangible assets, including image. By discussing vital circumstances, the authors consequently prove that image creation is desirable and possible, so as is possible to manage it. A deeper discussion is provided within the frame constructed with: definitions of image and their interpretation, types of image, possible approaches to image and applied tools. Next, the mechanism useful in creating an image is 164 Zbigniew Malara, Jolanta Sobol-Wojciechowska presented and its kinds (category) as the result of applied methods are given as well. Some theoretical solutions and advice possible to implement in practice are proposed. Finally, the authors emphasize that the thesis which is formulated in the paper seems to be true – after all it requires certain conditions to be met – within enterprise and within its institutional environment as well.

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