| Abstract [eng] |
The establishment of rapid private nurseries in Vilnius is determined by the economic, social and demographic reasons. The nursery need is always present in this city. Due to this, it is very important to form a positive nursery image, because it helps to attract new clients. Research aim – to analyse the strategies of private nursery image formation in Vilnius city and compare it with the strategies of public nursery image formation. Research methodology. Completed a combinative research by joining the quantitative and qualitative methods. Used means: questionnaire and interview. Applied statistic data processing and descriptive – interpretative analysis. Statistical sample includes: 65 workers of private and public nurseries in a quantitative research, 2 nursery directors in qualitative research. The research was carried out according to the principles of ethics. Research results. It was identified that the workers of private and public nurseries positively evaluate its image. The process of reputation formation not only in private, but also in public nurseries is formed, while based on the innovation, worker professionalism and financial stability. The nurseries pay the most of attention to the culture of organization, which determines the positive microclimate in the institutions. The identity formation receives the least bit of attention of nurseries, however, according to the respondents’ opinion, it helps to form the positive image. Image creation strategy is considered to be the strategic aim in the public nurseries, while in private, it is compared to marketing aim. Conclusion. The private nursery image formation is affected by the reputation, identity, organization culture and organization communication factors. The private and public nursery image formation strategies do not differ. |
