Abstract
The subject of the article is the image of an organization, and the goal is to develop a typology of different images of an organization and clarify the terms and content of the types of images of organization. The author devises that typology of images of an should be organized by a number of reasons, such as the features and type of subjects – the bearers of the image; the existence of image properties in an organization; the direction of an overall image evaluation; the measures of satisfaction with the image estimation; the possibility or impossibility of fixing the perception of an image; etc. Further studies of an image of organizations should be focused on the development of practical tools suitable for diagnosing an image and building image profiles of organizations. The recommended forms for diagnosing the image of organizations are the development of questionnaires in the printout or digital format for organizations’ stakeholders, as well as the development of interview scenarios and guides for conducting focus groups.
Highlights
В статье автор показывает, что типологию видов имиджа организации целесообразно осуществлять по ряду оснований, таких как особенности и тип субъектов – носителей имиджа, наличие существования имиджевых свойств в организации, направленность общей оценки имиджа, меры удовлетворенности оценкой имиджа, возможность или невозможность фиксации восприятия имиджа и др
The subject of the article is the image of an organization, and the goal is to develop a typology of different images of an organization and clarify the terms and content of the types of images of organization
The author devises that typology of images of an organization should be organized by a number of reasons, such as the features and type of subjects – the bearers of the image; the existence of image properties in an organization; the direction of an overall image evaluation; the measures of satisfaction with the image estimation; the possibility or impossibility of fixing the perception of an image; etc
Summary
В статье автор показывает, что типологию видов имиджа организации целесообразно осуществлять по ряду оснований, таких как особенности и тип субъектов – носителей имиджа, наличие существования имиджевых свойств в организации, направленность общей оценки имиджа, меры удовлетворенности оценкой имиджа, возможность или невозможность фиксации восприятия имиджа и др.
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