engleski

Corporate identity preception in Croatian and Slovakian wood processing and furniture manufacturing companies

In this paper we researched the corporate identity perception in wood processing and furniture manufacturing companies in Croatia and Slovakia. Research was conducted as a survey using questionnaires which held general information about the enterprise and 10 questions regarding perception of corporate identity. In Croatia 210 enterprises for wood processing and furniture manufacturing were surveyed and 300 enterprises in Slovakia. Only 43 (20, 47 %) of them answered to all the questions, from which 35 (16, 67 %) were taken into consideration in Croatia. In Slovakia 80 (26, 60 %) answered to questions, from which 59 (19, 67 %) were taken into consideration. Given data were analyzed statistically using χ2-test. Results showed that corporate identity in Croatian and Slovakian wood processing and furniture manufacturing companies was mostly defined and equalized with visual presentation of the company, image and recognition and different perception on the market. At the same time, most of respondents thought that corporate identity is mostly made of design of the company, outwards communication of the company and company's philosophy

corporate identity; wood processing and furniture manufacturing; perception of corporate identity

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