THE IMPORTANCE OF REPUTATION OF A COUNTRY IN THE PROCESS OF BUILDING ITS COMPETITIVE ADVANTAGE ON THE GLOBAL MARKET

Abstrakt

In the contemporary information era countries compete with one another on many levels and almost in every field of life. Governments prepare comprehensive development strategies, thanks to which they hope to improve their country’s competitiveness and gain better competitive advantage on the global market. Methods and tools which are becoming more and more popular in preparing these strategies are similar or identical to those traditionally used in business management. The sources of competitive advantage are more and more frequently found in the domain of immaterial assets. Currently one of the most valuable merit which helps build the worth and competitive advantage of a country is its reputation. This paper attempts at explaining the importance of reputation of a country in building its competitive position on the global market and explaining its main determinants which are the basis for assessment of their reputation. To achieve these goals the author used methods of literature research and analysis of a reputation study conducted by the Reputation Institute.