PSYCHOLOGICAL ASPECTS OF IMAGE FORMATION AS AN IMPORTANT INDICATOR OF CS PERFORMANCE IN THE CURRENT CONTEXT OF CORPORATE CULTURE DEVELOPMENT

Abstract

This article examines the value and grounds of using the concept of image for the implementation of effective activities of public organizations in the current market conditions. Particular attention is paid to the types, principles, as well as psychological criteria of image maintenance technology. Under the conditions of competitive market economy, the image of the company becomes increasingly important. After all, every organization functions in the economic space, where certain moral values, principles and culture have been formed. Therefore, enterprises and managers must build their relations with their employees and partners on the basis of ethics. At this time becomes real need to distinguish themselves from the community of similar, to gain a certain reputation. Entrepreneurs are trying to catch the attention of specific target groups: investors, shareholders, partners, customers and other vital and important groups of society. Therefore, the word "image" is everywhere - it enters into the minds of people, enshrines all spheres of human activity and is everywhere in controlling people's behaviour. The success of the activity and prestige of the organisation depends to some extent on its image. This can be seen as a system of perceptions of the organization and its employees.