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13.
Nevidna povezava ugleda države in podjetij
Jančič, Zlatko
Članek obravnava problematiko ugleda (imidža) države in njegovega vpliva na imidž podjetij na tujih trgih. Skozi razmejitev pojmov imidža in identitete skušamo opozoriti na pomembnost obravnavane ...tematike, ki je pogosto nevidno vtkana v ravnanja ljudi, organizacij, držav. Za razumevanje povezanosti med imidžem države in njenih podjetij, sta pomembna koncepta države izvora oz. države proizvodnje, saj odgovarjata na mnoga vprašanja uspešnosti v mednarodni menjavi. Ta nevidna povezava pa ni pomembna le s stališča izvozne uspešnosti posameznih podjetij, ampak njen vpliv tako ali drugače seže v vse pore družbenega življenja. Zato na koncu obravnavamo tudi problematiko imidža Slovenije in se sprašujemo, ali se nam zaradi njegove nevtralnosti obeta ujetost v verigo revščine ali pa v verigo bogastva.
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