Case Study about Role of Corporate Image In The Process of Company Takeovers
Abstract: In the modern business environment, where companies need to differentiate themselves from the competition, the role of the corporate image attains its full affirmation. The rise of global ecological awareness motivates companies to implement standards of ecological and social responsibility and to incorporate these values in their corporate image. Apart from that, the modern business environment is also characterized by changes of ownership and management in companies, i.e., processes of mergers, acquisitions and takeovers. Depending on the reaction of the board of directors and management, takeovers can be friendly or hostile.
Corporate image is the result of everything a company does. Image is determined by all the company’s activities in the domain of products and services, behavior and attitudes (corporate culture), approach to growing questions regarding ecologically acceptable and socially responsible business practices, and corporate communications. All this influences the forming of public perceptions regarding what the company actually represents, with different groups forming their own perceptions regarding the company’s image. A common element among the numerous definitions of corporate image can be observed: image primarily relates to the overall impression that the company leaves in the public consciousness.
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