CREATING A BRAND OF THE INTELLIGENT ENTERPRISE THROUGH BUILDING RELATIONSHIPS WITH STAKEHOLDERS

The purpose of this article is to present the creation of the brand in the intelligent organization mostly based on the building relationships with stakeholders. In contemporary organizations, a lot of attention is paid to different levels of organizational intelligence which is supported by creativeness and innovations of varied groups of interests. Internal and external stakeholders increasingly indicate directly what has the greatest impact on their satisfaction or dissatisfaction within the cooperation with the enterprise. Many international studies prove that the strong brand increases numbers of advantages for the organization such as: raising trust among stakeholders towards the products and the organizational culture of the enterprise, giving the chance to build customer loyalty, psychologically evaluating the image of the organization, enabling the company positioning on the market perception map and in the cyberspace, stabilizing the market position of the enterprise and others. Stakeholders, in majority, expect more initiatives from the enterprise due to the engagement process and the organization can achieve many goals by fulfilling partners` needs and by the creation of the strong brand on the market. Therefore, it can be assumed that building permanent relationships with stakeholders and strengthening their involvement in the contemporary world of business is of permanent importance in creating the brand and image of each organization. The author tries to define the features of the intelligent organization brand and list various aspects of "intelligence" in the company, based on the subject literature and own research, on the example of a case study - presenting the activities of Apple Company.

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