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0826U000004,
Доктор філософії
10-02-2026
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Corporate Brand Identity Management in Multinational Enterprises
Anastasiia L. Volokhova,
popup.head OLHA D. LUKIANENKO
popup.opponent Olena P. Chukurna
popup.opponent Olha Y. Hromova
popup.review Olena Shevchenko
popup.review Liudmyla I. Tsymbal
У поданій дисертації досліджено теоретичні, методологічні та прикладні засади корпоративної ідентичності бренду (КІБ) у діяльності багатонаціональних підприємств (БНП) з особливим акцентом на інтегративній ролі корпоративної соціальної відповідальності (КСВ) як об’єднувальної логіки формування, управління та легітимації ідентичності на міжнародних ринках. У роботі концептуалізовано міждисциплінарну екосистему КІБ, розроблено оригінальні теоретичні моделі та здійснено їх емпіричну валідацію як на макрорівні міжнародної конкурентоспроможності, так і на мікрорівні внутрішньої узгодженості зацікавлених сторін. На основі всебічного кейс-дослідження компанії Gulfcrafts (Катар) продемонстровано, як КСВ-орієнтована ідентичність реалізується на практиці через сталий дизайн і виробничі процеси, інновації, системи комунікацій та участь працівників. У контексті зростання глобальних економічних і суспільних очікувань щодо відповідальності та сталості, дисертація пропонує своєчасні наукові та прикладні рішення для БНП, що прагнуть до конкурентних переваг і легітимності в умовах складного міжнародного середовища
2026-01-02
2026-01-02
Updated: 2026-01-08
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