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Building Corporate Identity in the Economic Crisis Time

Author

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  • Šimorová Lenka
  • Repašová Vladimíra

    (University of Economics in Bratislava, Faculty of Commerce, Department of International Business, Dolnozemská cesta 1, 852 35 Bratislava)

Abstract

Corporate Identity (CI) represents a strategic tool how to audit corporate strategies, goals and other important aspects of the day-to-day corporate processes as well as long-time actions. Financial crisis is exactly the time when all corporations and companies are passing the evaluation and strategic decision-making processes concerning the corporate goals. Some of the corporation just answer on the impulses from the environment and react and some of them are proactive companies that thanks to the clear corporate self-understanding can still be successful.

Suggested Citation

  • Šimorová Lenka & Repašová Vladimíra, 2012. "Building Corporate Identity in the Economic Crisis Time," Studia Commercialia Bratislavensia, Sciendo, vol. 5(20), pages 640-652, December.
    • Handle: RePEc:vrs:stcomb:v:5:y:2012:i:20:p:640-652:n:6
    DOI: 10.2478/v10151-012-0015-6
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