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Image of organization: conceptualizing approaches

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In today's post-industrial economy against the background of growing competition and increasing the flow of information to consumers more and more difficult to make decisions about purchasing goods or services. Organizations of all types face the problem of formation of such an image in the perception of stakeholders, which would have a homogeneous basis, stimulate stakeholders to mutually beneficial resource sharing, and promote long-term success in a competitive market. The objective necessitates systematization and generalization of research of domestic and foreign authors in the formation of the image of the organization. The paper summarizes the theoretical concepts considering the image of the organization, presented a symbolic social and psychological, and management approaches that reveal the concept of "corporate image" and the process of its formation. The study found that the formation of image of the organization is a complex multidimensional process focused and arbitrary form of organization in the way of intersubjectivity interaction that occurs in the process of communication by means of sign systems at various levels of social interaction. The author suggests the model of the image of the organization on the basis of meeting the objectives of stakeholders, taking into account the peculiarities of consumer behavior and the specificity of symbolic structures of perception of the external environment. Presented analysis of the problem of formation of image of the organization can serve as an impetus for further research in the field of stakeholder-oriented management.

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