Matrix for analysis of elements of corporate image in the construction sector in Bosnia and Herzegovina

Author(s):	Keywords:
Senija Šehanović (B&H)	corporate image, elements of image, matrix of image elements, construction companies

Abstract:
In the crisis caused by the COVID-19 pandemic, it is imperative for all, and especially small and medium-sized enterprises (SMEs) with generally insufficient internal resources, to use all of them in overcoming the crisis. As SMEs dominate the Bosnian-Herzegovinian (BH) construction sector, they should put to use their corporate image as one of their resources. In order to unlock the potential of their corporate image, it is necessary that its quality guarantees improvement in business in all conditions, including crises. To achieve this quality, there is a need for research of elements of construction companies’ image. The matrix of image elements given in this paper, which can be a useful research tool, contains all elements of image tailored for the purpose of further analysis. The presented matrix is a result of research carried out in the group of investors, the most important stakeholder in BH construction sector.

Abstract:

In the crisis caused by the COVID-19 pandemic, it is imperative for all, and especially small and medium-sized enterprises (SMEs) with generally insufficient internal resources, to use all of them in overcoming the crisis. As SMEs dominate the Bosnian-Herzegovinian (BH) construction sector, they should put to use their corporate image as one of their resources. In order to unlock the potential of their corporate image, it is necessary that its quality guarantees improvement in business in all conditions, including crises. To achieve this quality, there is a need for research of elements of construction companies’ image. The matrix of image elements given in this paper, which can be a useful research tool, contains all elements of image tailored for the purpose of further analysis. The presented matrix is a result of research carried out in the group of investors, the most important stakeholder in BH construction sector.

Cite as:
Šehanović S. (2021) Matrix for analysis of elements of corporate image in the construction sector in Bosnia and Herzegovina. Quality 2021 (S.Brdarević, S. Jašarević, editors)”, ISSN 1512-9268, Neum, B&H, 17-19 June 2021., pp. 233-238

037-Q21-102

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