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COALA NAIONAL DE STUDII POLITICE I ADMINISTRATIVE
FACULTATEA DE COMUNICARE I RELAII PUBLICE
DAVID OGILVY
LUCRARE DE DIPLOM
TITLU: CRIZA ORGANIZAIONAL I CONSECINELEEI ASUPRA IMAGINII ORGANIZAIEI
Profesor cooro!"#or$ Co!f% &!'(% r%
Io! C)'c'&e"!
S#&e!#$
A! IV* +r&," -* for." e /!(010.2!#$ 3'
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Bucureti,
2
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CUPRINS
INTRODUCERE%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%4
IMAGINEA ORGANI5AIEI%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%6
IMAGINEASOCIALAORGANIZAIEI......................................................................8
IMAGINEADEMARC............................................................................................12
IMAGINEADEPRODUS...........................................................................................16
IMAGINEADEFIRM.............................................................................................17
IMAGINEAINDUS ................................................................................................18
IMAGINEADIFUZAT ............................................................................................21
IMAGINEADEZIRABIL..........................................................................................22
GESTIONAREAIMAGINIIORGANIZAIEI.................................................................25Crearea imaginii organizaiei............................................................................................................25
Promovarea imaginii organizaiei.....................................................................................................27Evaluarea imaginii organizaiei............................................................................................ ......... ...30
CONCLUZII............................................................................................................33
CRI5A ORGANI5AIONAL I CONSECINELE EI ASUPRA IMAGINIIORGANI5AIEI %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%78
CRIZAORGANIZAIONAL CONCEPTE ...............................................................34
ETAPELEDEEOLUIEACRIZEIORGANIZAIONALE............................................37
CONSECINELECRIZEIASUPRAIMAGINII..............................................................3!
MANAGEMENTULCRIZELORORGANIZAIONALE..................................................43
MANAGEMENTULCRIZELORDEIMAGINE .............................................................4!
STRATEGIIDEGESTIONAREACRIZELORORGANIZAIONALE"ICRIZELORDEIMAGINE................................................................................................................53
CONCLUZII............................................................................................................57
ASPECTE ALE CRI5EI ORGANI5AIONALE MANIFESTATE LA CASANAIONAL DE ASIGURRI DE SNTATE I CONSECINELE LORASUPRA IMAGINII ORGANI5AIEI %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%-9
PREZENTAREAORGANIZAIEI..............................................................................5!
PRINCIPALELEEENIMENTEMEDIATICELEGATEDECASANAIONALDEASIGURRIDESNTATE ....................................................................................6#
ELEMENTELEDECRIZORGANIZAIONAL.........................................................62
MODUL$NCAREAFOSTGESTIONATCRIZA .......................................................64
ANALIZDEIMAGINE...........................................................................................67Instituii mediatice monitorizate............................................................................................ ......... ...67Interpretarea profilelor de imagine ..................................................................................................6!titudinea instituiilor mediatice ..................................................................................... ......... ......"05
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CONCLUZII"IPROPUNERI ...................................................................................1#8
2
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LISTA FIGURILOR
FIGURA :% FACTORII CARE CONTRIBUIE LA PREFERINA PENTRU OMARC ;SURSA$>>%>OR?%RO=BI5FORUM=STRATEGIC=PRE5ENTARI=
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FIGURA :7% PROFILE PRIMARE$ NUMRUL TOTAL DE REFERIRI %%%%%9
FIGURA :8% PROFIL PRIMAR DI
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FIGURA 7:% PROFIL PONDERAT DI
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INTRODUCERE
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C a p i t o l u l 1
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C a p i t o l u l 2
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C a p i t o l u l 3
ASPECTE ALE CRIZEI ORGANIZAIONALE MANIFESTATE LACASA NAIONAL DE ASIGURRI DE SNTATE I
CONSECINELE LOR ASUPRA IMAGINII ORGANIZAIEI
Pre(e#t!re ! %r"!#i(!)iei
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alte produse la fel de eficiente' dar mai ieftine' a,a cum se (nt-mpl% (n toate %rile
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,i nu o negociere' a,a cum ne)am fi a,teptat.215N/ %>-,+0 (%)- / (-' '/+%+-) )/
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MODUL DE NDEPLINIRE AFUNCIILOR N SITUAII DE CRIZ
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BIBLIOGRAFIE
BARUS?MICKEL ')X/%-% GIUST?DESPRAIRIES F*%)%
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KEARIT %-+ M-)'% .+&
IACOB D/&-+*/
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Co#''e!e
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EAENIEN>V MIEI 1 -'/'*-% 2##3 3# '*--% 2##3
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