THE FORMATION AND USE OF THE CONSTRUCTION ENTERPRISE BRAND TO ENSURE INTERACTION WITH STAKEHOLDERS
Анотація
The necessity of creating the organizational basis for the formation and use of the construction enterprises brand to ensure interaction with stakeholders is proved. The organizational basis for the formation and use of the brand of construction enterprises, based on the results of an integrated assessment under its components is determined. The organizational measures for the formation and use of the brand of construction enterprises are proposed. The scenarios depending on the values of the integral indicator of the formation and use of the construction enterprise brand and the systemic factor of investment attractiveness were proposed.
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