ОБҐРУНТУВАННЯ ЗАХОДІВ ЩОДО ПОЛІПШЕННЯ ІМІДЖУ ПІДПРИЄМСТВА

Abstract

UDC 339.138; JEL Classification: М 310Purpose: To develop a methodical approach to substantiating priority measures for enterprise image improving based on the use of the apparatus of the fuzzy set theory. Methodology of research: method of multi-criteria selection of alternatives based on additive convolution – to improve the methodological approach to the justification of measures for enterprise image improving. Findings: analysis of literary sources showed that researchers in most cases give a general list of possible ways to improve the image of an enterprise without quantifying them according to a number of criterions. It was found that the use of elements of the theory of fuzzy sets, namely, the method of multi-criteria selection of alternatives based on additive convolution, is most appropriate for evaluating alternative measures to improve the image. It was proposed to select activities taking into account the stage of the enterprise life cycle, as well as the levels of external and internal image based on four criterions: the availability of resources for implementation, the importance of implementation, the urgency of implementation, the reality of implementation. At the same time, estimates of the relative importance of criterions, as well as alternative measures for improving the enterprise image, are presented in the form of fuzzy numbers with triangular membership functions. Originality: a methodical approach has been improved to substantiate the highest priorities for improving the enterprise image, which, unlike the existing ones, is based on the use of the additive convolution method. Practical value: the application of the developed methodological approach in the enterprise practical activity will allow it to assess the significance and choose the best solution for improving the image in terms of the selected criterions.