The assessment of the organization's image from the point of view of JSC “Baltic Agro” consumers

Abstract

The article examines the theoretical aspects of the formation of the organization's image. It emphasizes the importance of image in today's business, emphasizing that only by gaining the image of a supportive organization, companies gain a strong advantage in the market. The process of image formation is distinguished, consisting of the internal culture of the organization, employee competencies, product value, manager's behavior, business reputation, social behavior of the organization, visual image and image of the consumers themselves. A questionnaire survey method was selected for the empirical study and a probabilistic method of selecting subjects was applied – random selection. The analysis of the survey results enabled to assess the JSC Baltic Agro company's image based on the distinguished image formation factors and the identified elements of the organization's image. Keywords: image of organization, external image, internal image, elements of the image, factors of image formation.