Úloha Corporate Identity pre postavenie firmy na medzinárodnom trhu
The Role of Corporate Identity for International Standing/Position of the Firm

Summary/Abstract: An increasingly stronger competition in local and in particular international markets makes firms to search for means and ways of promoting their successful operations on markets, of winning a favourable response in public, i.e. with their customers. The pre-sent-day hectic period places increasingly higher demands on firms. A key issue for them to deal with is how to cope with a fast globalisation trend of markets, rising competition, and more and more demanding customers. A gradual keeping pace with the development of technologies, and know-how results in the situation that products made by separate firms operating in the same industries are either comparable or very similar, and so it is becoming more difficult to identify their producers. It is a high standard of knowledge, experience, and skills of motivated people, assistance granted to develop their creativity, opinions, and their thinking that are becoming the primary means used for increasing firms´ competitiveness. In successful firms, a key role is played by man, and the path to success starts with team cooperation, where energy and strength are used to fight with competitors rather than being wasted on intra-firm struggles. For these reasons the area of Corporate Identity (CI) formation belongs to the fastest developing phenomenons nowadays, and it is becoming a forum for interaction econo-mists, socilogists, psychologists, architects, and designers. In its total, CI represents a set of several elements participating jointly in its formation or supplementing it, while these elements affect one another. They include: Corporate Communication, Corporate Behav-iour, Corporate Culture, as well as Corporate Image, and Corporate Personality, or even a new phenomenon of a virtual world – Corporate Network. The globalisation, internationalisation, and multiculturality trends in society are re-flected in an increasingly higher number of business activities is linked to other institu-tions, firms based abroad. In connection with the operation of firms in international envi-ronment, there arises an issue of respecting the firms´ socio-cultural specificities. It is in particular in the firms operating in international markets that the solution to this problem depends on a given situation, and on whether the same project will be applied on all the markets on which the firm operates, or if the project will have to modified as a result of these differences.

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