Evaluation of probable impact of real investment project implementation on corporate image
DOI:
https://doi.org/10.15587/2312-8372.2014.23420Keywords:
real investment project, corporate image, matrix gameAbstract
The necessity of taking into account the ethical aspects when taking investment decisions in the company that is caused by an increasingly traceable trend of interest of external and internal enterprise environments in the ecological, social and ethical business responsibility is substantiated in the paper. Existing approaches to evaluating the corporate image are analyzed. The conclusion that currently there is no consensus on the corporate image assessment is drawn. It is revealed that in Ukraine and Russia scientists do not differentiate the concepts of "corporate image" and "corporate reputation". It is proposed to estimate the corporate image by identifying the attitude of particular representatives of certain target groups to the enterprise. The evaluation model of the probable impact of real investment project implementation on the corporate image - reputation component is developed. The value of the reputation component of specific real investment project is a convex linear combination of relevant (in the opinion of the decision maker) changes in the corporate reputation (in the opinion of the target groups) in the case of implementing this project. To find the values of weight coefficients, being integral parts of the developed model, we find possible to use the hierarchy analysis method. In the case when true values of the experts' competence levels are unknown, the values of weight coefficients can be estimated using the matrix model for assessing the values of these coefficients, i.e. using the model for estimating the values of weight coefficients, based on the solution of the corresponding matrix game.References
- Азарова, А. О. Оцінка ефективності інвестиційних проектів [Текст] / А. О. Азарова, Д. М. Бершов // Фінанси України. - 2004. - № 9. - С. 52-57.
- Бланк, И. А. Управление инвестициями предприятия [Текст]: справочное издание / И. А. Бланк. - К.: Ника-Центр, 2003. - 480 с.
- Вітлінський, В. В. Аналіз, оцінка і моделювання економічного ризику [Текст]: монографія / В. В. Вітлінський. - К.: ДЕМІУР, 1996. - 212 с.
- Галіцин, В. К. Моделі і методи оцінки інвестиційних проектів [Текст]: монографія / В. К. Галіцин, О. П. Суслов, Ю. О. Кубрушко. - К. : КНЕУ, 2005. - 168 с.
- Крюков, С. В. Методы и модели оценки и выбора инвестиционных проектов [Текст]: монография / С. В. Крюков. - Ростов н/Д. : Рост. гос. экон. унив., 2001. - 252 с.
- Лившиц, В. Н. Системный анализ нестационарной экономики России (1992-2009): рыночные реформы, кризис, инвестиционная политика [Текст]: монография / В. Н. Лившиц, С. В. Лившиц. - М. : Поли Принт Сервис, 2010. - 452 с.
- Моделирование процессов инвестиционной деятельности с использованием генетических алгоритмов [Текст]: научное издание / В. В. Гнатушенко, Ю. Г. Лысенко, В. Л. Петренко, Д. А. Юханов. - Донецк : ИЭП, 1998. - 30 с.
- Орлов, П. А. Визначення ефективності реальних інвестицій [Текст] / П. А. Орлов // Фінанси України. 2006. № 1. С. 51-57.
- Пересада, А. А. Інвестиційний процес в Україні [Текст]: монографія / А. А. Пересада. - К.: «Видавництво Лібра» ТОВ, 1998. - 392 с.
- Hatch, M. J. Relations between Organizational Culture, Identity and Image [Text]/ Mary Jo Hatch, Majken Schultz // European Journal of Marketing, 1997. – Vol. 31, No. 5/6. – P. 356-365.
- Stern, B. Marketing images. Construct definition, measurement issues, and theory development [Text]/ Barbara Stern, George M. Zinkhan, Anupam Jaju // Marketing Theory. - 2001. - Vol. 1(2). - P. 201-224.
- Pruzan, P. Corporate Reputation: Image and Identity [Text]/ Peter Pruzan // Corporate Reputation Review. - 2001. - Vol. 4, No. 1. - P. 50-64.
- Montgomery, D. B. Corporate Social Responsibility Reputation Effects on MBA Job Choice [Text]/ David B. Montgomery, Catherine A. Ramus// Research Paper No. 1805. - Stanford: Stanford Graduate School of Business, 2003. - 15 p.
- Schwab, K. The Global Competitiveness Report 2012-2013 [Electronic resource]/ Klaus Schwab. - Available at: www/URL: http://www.weforum.org.
- Алешина, И. В. Корпоративный имидж: стратегический аспект [Текст] / И. В. Алешина// Маркетинг в России и за рубежом. - 1998. - №1(2). - С. 44-50.
- Томилова, М. В. Модель имиджа организации [Текст]/ М. В. Томилова // Маркетинг в России и за рубежом. - 1998. - №1(2). - С. 51-58.
- Примак, Т. О. Методика комплексного оцінювання іміджу підприємства [Текст] / Т. О. Примак. - К.: Логос, 2002. - 41 с.
- Kitchen, Ph. J. Corporate Reputation: An Eight-Country Analysis [Text]/ Philip J. Kitchen, Andrew Laurence // Corporate Reputation Review. - 2003. - Vol. 6, No. 2. - P. 103-117.
- Davies, G. The Personification Metaphor as a Measurement Approach for Corporate Reputation [Text]/ Gary Davies, Rosa Chun, Rui Vinhas da Silva, Stuart Roper // Corporate Reputation Review. - 2001. - Vol. 4, No. 2. - P. 113-127.
- Berens, G. Corporate Associations in the Academic Literature: Three Main Streams of Thought in the Reputation Measurement Literature [Text]/ Guido Berens, Cees B. M. van Riel // Corporate Reputation Review. - 2004. - Vol. 7, No. 2. - P. 161-178.
- Helm, S. Academic Research. Designing a Formative Measure for Corporate Reputation [Text]/ Sabrina Helm// Corporate Reputation Review. - 2005. - Vol. 8, No 2. - P. 95-109.
- Azarova, A. O., Bershov, D. M. (2004). Otsinka efektyvnosti investytsiinykh proektiv. Finansy Ukrainy, № 9, 52-57.
- Blank, I. A. (2003). Upravlieniie investitsiiami predpriiatiia. Кyiv: Nika-Tsentr, 480.
- Vitlinskyi, V. V. (1996). Analiz, otsinka i modeliuvannia ekonomichnoho ryzyku. Кyiv: DEMIUR, 212.
- Halitsyn, V. K., Suslov, О. P., Kubrushko, Y. О. (2005). Modeli i metody otsinky investytsiinykh proektiv. Кyiv: KNEU, 168.
- Kriukov, S. V. (2001). Mietody i modeli otsenki i vybora investitsionnykh proektov. Rostov-na-Donu: Rost. hos. ek. un., 252.
- Livshits, V. N., Livshits, S. V. (2010). Sistiemnyi analiz nestatsionarnoi ekonomiki Rossii (1992-2009): rynochnyie reformy, krizis, investitsionnaia politika. Мoskva: Poli Print Servis, 452.
- Hnatushenko, V. V., Lysenko, Y. H., Petrenko, V. L., Yukhanov, D. A. (1998). Modelirovaniie protsessov investitsionnoi dieiatelnosti s ispolzovaniiem heneticheskikh algoritmov. Donetsk: IEP, 30.
- Orlov, P. A. (2006). Vyznachennia efektyvnosti realnykh investytsii. Finansy Ukrainy, № 1, 51-57.
- Peresada, A. A. (1998). Investytsiinyi protses v Ukraini. Кyiv: Vydavnytstvo Libra TOV, 392.
- Hatch, M. J., Schultz, M. (1997). Relations between Organizational Culture, Identity and Image. European Journal of Marketing, 31, No. 5/6, 356-365.
- Stern, B., Zinkhan, G. M., Jaju, A. (2001). Marketing images. Construct definition, measurement issues, and theory development. Marketing Theory, 1 (2), 201-224.
- Pruzan, P. (2001). Corporate Reputation: Image and Identity. Corporate Reputation Review, 4, No. 1, 50-64.
- Montgomery, D. B., Ramus, C. A. (2003). Corporate Social Responsibility Reputation Effects on MBA Job Choice. Research Paper No. 1805. Stanford: Stanford Graduate School of Business, 15.
- Schwab, K. (2013). The Global Competitiveness Report 2012-2013. Available: http://www.weforum.org.
- Alieshina, I. V. (1998). Korporativnyi imidzh: stratiehicheskii aspect. Marketinh v Rossii i za rubezhom, №1 (4), 44-50.
- Tomilova, M. V. (1998). Model imidzha organizatsii. Marketinh v Rossii i za rubezhom, №1 (4), 51-58.
- Primak, T. O. (2002). Metodyka kompleksnoho otsiniuvannia imidzhu pidpryiemstva. Кyiv: Logos, 41.
- Kitchen, Ph. J., Laurence, A. (2003). Corporate Reputation: An Eight-Country Analysis. Corporate Reputation Review, 6, No. 2, 103-117.
- Davies, G., Chun, R., Vinhas da Silva, R., Roper, S. (2001). The Personification Metaphor as a Measurement Approach for Corporate Reputation. Corporate Reputation Review, 4, No. 2, 113-127.
- Berens, G., Cees B. M. van Riel. (2004). Corporate Associations in the Academic Literature: Three Main Streams of Thought in the Reputation Measurement Literature. Corporate Reputation Review, 7, No. 2, 161-178.
- Helm, S. (2005). Academic Research. Designing a Formative Measure for Corporate Reputation. Corporate Reputation Review, 8, No 2, 95-109.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2016 Мария Александровна Бакуменко, Анатолий Викторович Сигал
This work is licensed under a Creative Commons Attribution 4.0 International License.
The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.