Creating a positive image is one of the most important activities undertaken not only by enterprises, but also by territorial units. Cities and regions can see the need to create and maintain a good image as an important factor of competitive advantage facilitating opportunities for dynamic development. Nowadays, the most active in this respect are large urban centers which are managed in a creative way, and a good image, which is their most important intangible asset, definitely facilitates competition in increasingly demanding markets. The paper aims to present activities within town design and town communications, which, apart from town behavior, belong to the basic components of the process of creating the image of modern cities. One of the qualitative methods, which is a case study, was applied due to the possibility of making comprehensive comparisons based on the information identified. The examples of two culturally distant cities were used, namely the Polish city of Wroclaw and the Spanish city of Malaga, which, in many areas of creating their image, carry out similar activities. In both cities, the commercialization of city symbols is visible at the expense of historical and cultural aspects. The communication with stakeholders is similar, in which interactive techniques dominate, and particular activity manifests itself in social media and in the development of urban applications that perform both information and entertainment functions.
Summary The aim of the article is to show the influence of the complicated organizational structure of Polish railways on the process of communication with customers. A thesis was formulated that one of the significant problems significantly contributing to the low popularity of rail services compared to other countries and the poor image of Polish railways are deficiencies in communication with customers resulting from an extremely complicated and incomprehensible organizational structure for customers. The theoretical part presents the contemporary understanding of organizational structure. On the other hand, the empirical part shows, based on the analysis of secondary sources, communication problems resulting from imperfect relations between individual entities manifested in the duplication of activities and undertaking projects that are assessed by clients as chaotic and inconsistent. The results of the research can be used by Polish railways to reorganize their organizational structures towards improving communication with customers.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.