ФАКТОРИ ЗА ФОРМИРАНЕ И МОДИФИЦИРАНЕ НА ОРГАНИЗАЦИОННИЯ ИМИДЖ
FACTORS FOR FORMING AND MODIFYING THE ORGANIZATIONAL IMAGE

Summary/Abstract: In order to form an organizational image and subsequently, if necessary, to be modified one, differentiation must be made according to the profile of the target corporate audiences. Differentiating target audiences requires the refinement of the type of their relationship with the organization, as different audiences are differently associated with the organization. The article outlines the main factors that influence the formation of an image to the internal audiences of organizations, with the proviso that for each organization specific factors can be deduced: organizational culture, corporate values, politics, managerial abilities, employee commitments ( in particular, salaries, working hours, social benefits, professional development opportunities), employees' conviction in the good image of the organization in which they work, professional authority, etc.

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