W jaki sposób reputacja przedsiębiorstwa tworzy wartość? Podejście marketingowe

• Authors: Andrzej Szromnik , Adam Figiel

Title variants

EN

HOW DOES COMPANY REPUTATION CREATE VALUE? A MARKETING PERSPECTIVE

• Languages of publication: PL

Abstracts

EN

Since it is not clear whether the reputation of a corporation creates profits for stockholders or greater stockholder profits create the reputation, the paper attempts to answer the question of how corporate reputation influences value creation factors and increases discounted cash flows. The statements presented in this paper should be treated as conscious speculation more than as a definitive study. The theses are not based on empirical research but rather on the authors’ reading of the literature on product and corporate brands and corporate reputation.

Keywords

EN

CORPORATE REPUTATION; CORPORATE VALUE

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie
• Journal: Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
• Year: 2012
• Issue: 883
• Pages: 47-57

Contributors

author

Andrzej Szromnik

author

Adam Figiel

• Uniwersytet Ekonomiczny w Krakowie, Katedra Handlu i Instytucji Rynkowych, ul. Rakowicka 27, 31-510 Krakow, Poland E-mail: [e-mail]