Issue № 69. August 2018

Current Practice of Forming Internal Corporate Image

Postgraduate student, assistant, School of Public Administration, Lomonosov Moscow State University, Moscow, the Russian Federation.
E-mail:rdepelyan@mail.ru

The article presents the results of corporate image researches by Russian scholars. The article provides the definition of “internal corporate image”, the author demonstrates that the research of internal organizational image remains relevant today, as, firstly, this managerial instrument is poorly developed, and secondly, it affects a wide range of internal processes in any organization, and it is interrelated with external image which is vital in creation of external contacts and connections, and business-processes of an organization. Internal image is defined as complex perception of a company by its stakeholders illustrating the most significant and distinguishing features (qualities) of a company and being the landmark in choosing the types and directions of personnel.internal activities

Multiple functions of internal corporate image are demonstrated. The examples of managing internal image are given, particularly the analysis of image effects of managerial innovations in Continental Airlines (USA). The author describes the EGC (Employee Generated Content) and UGC (User Generated Content) practices.

Keywords

Corporate image, image formation, internal corporate image, functions of organization internal image, EGC, image effects.