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Family Business Image and Reputation. A Model of the Influencing Factors, Actions, and Effects

机译:家庭商业形象和声誉。影响因素,行动和效果的模型

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One of the key elements for family business success lies in the fact that they are being perceived as companies' part of the community with an approachable image, projecting a human figure, and contributing to the local economy. Nowadays, brands are not only offering functional but also emotional benefits, seeking to be distinguished as generating positive experiences. Family businesses are being associated with the socially emerging values of modern branding. Family companies have been traditionally recognized for their trustworthiness and integrity, but now they must pay more attention to their image and to develop an intelligent strategy to protect it and the company's reputation since it is an intangible asset, recognized and assessed by the stakeholders. The family business image and reputation are influencing the companies both financial and non-financial factors, these relations being the subject of several studies. This paper's purpose is to explore the knowledge surrounding these constructs and to integrate the findings into a more comprehensive model of the influencing factors and their relationships.
机译:家族企业成功的关键要素之一就在于他们被视为社区的一部分与可接近的形象,投影人体,并为当地经济贡献。如今,品牌不仅提供功能,而且是情感福利,寻求被区别为产生积极的经验。家族企业与现代品牌的社会新兴价值观有关。家庭公司传统上是为了他们的可靠性和诚信,但现在他们必须更加关注他们的形象,并制定一个聪明的战略,以保护它和公司的声誉,因为它是由利益攸关方认可和评估的无形资产。家庭商业形象和声誉正在影响公司的财务和非财务因素,这些关系是几项研究的主题。本文的目的是探讨这些构造的围绕的知识,并将调查结果集成为更全面的影响因素模型及其关系。

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