| Abstract [eng] |
The master's thesis "Networking in Shaping the Image of a Preschool Institution" examines the significance and impact of networking on the formation of a preschool institution's image. The relevance of the topic is driven by increasing competition among educational institutions and the growing need to enhance organiza-tional reputation through sustainable networking practices. The research object is networking as a strategic tool for image formation, and the aim is to identify networking processes that contribute to strengthening the organization's image and propose strategic solutions for its improvement. The theoretical part of the study reviews the concept of organizational image and its formation components, the importance of networking, and its structural elements. Based on recent literature, it highlights that an or-ganizational image is a complex process involving both internal and external factors, while networking is an effective way to strengthen relationships with the community, parents, and social partners. The study analyzes how networking processes, such as engaging community members, selecting communication channels, and maintaining partnerships, influence the institution's reputation and public trust. The empirical part employs a mixed-method approach combining qualitative and quantitative analyses. The qualitative research involved semi-structured interviews with preschool institution managers and deputies from the Šiauliai district. The interviews revealed how leaders perceive the importance of networking, what strategies they employ to enhance their image, and how collaboration with parents and social partners contri-butes to long-term organizational reputation building. Data were analyzed using thematic analysis, identifying key networking directions and their impact on image. The quantitative research was conducted through an online survey involving parents whose children attend preschool institutions in the Šiauliai district. The survey identified which networking elements are most noti-ceable to parents, what influences their trust, and how it affects their choice of institution. Statistical analysis, performed using SPSS software, revealed key trends and correlations between networking strategies and pa-rental satisfaction with the institution's activities. The study results show that networking is a critical factor in shaping the image of a preschool institution. Leaders' ability to integrate networking strategies, such as active parental involvement, collaboration with local communities, and partnerships with social entities, significantly impacts the institution's reputation and public trust. Additionally, parents emphasized that positive communication, clearly declared values, and con-sistent networking initiatives are the most influential factors in choosing a preschool institution. The conclusions of the thesis underline that networking should become a strategic priority in strengthening the image of educational institutions. The proposed strategy includes a systematic process of parental and community engagement, effective use of communication channels, and consistent maintenance of partnerships with social entities. |
