| Abstract [eng] |
In this master thesis the concept of international communication and its potential to influence reputation of business corporate are reviewed and theoretical considerations on a necessity to manage corporate reputation systematically are presented. Corporate reputation is considered to be a valuable asset that enables to attract and operate material and intellectual resources for seeking competitive advantage. Any organizational activity, visual element and even effective international communication may influence corporate reputation significantly. Therefore international communication can be considered as a need for any modern corporate, which was forced by dynamic and sophisticated business environment. The object this thesis is characteristics of international communication in the corporate reputation management. The main goal of this paper is to establish the role of international communication on the reputation of business corporate, and to indicate the main factors pounding necessity of effective international communication, to protect the corporate reputation. To reach the main goal of this paper the method of qualitative contents analysis is used. According to empirical research, effective international communication decides positive reputation of business corporate. Also it is concluded that elements of international communication as means of proper reputation on the websites of business corporate are used poorly. |
