IMPORTANCE OF KEY STAKEHOLDERS FOR CREATING CORPORATE IDENTITY

Since the turning point in 1988, Polish economy has experienced rapid transformation with its challenges influencing all aspects of business activities. During the last decade of the 20th century Polish entrepreneurs had to learn how to compete in the new market environment and many of them succeeded. Evaluating and verifying their business undertakings one can risk a statement that emphasizing the role of corporate identity belongs to the major factors of the success. Moreover, shaping the company identity may fail to succeed without enquiring its stakeholders’ opinions, perception, and preferences. The key aim of the article is to present the importance of three groups of stakeholders who play a significant role in Polish as well as international companies, while underlining general tendencies in their behavior.