CMA Final · Cost and Management Audit · Evaluation of Corporate Image
Which of the following is best regarded as an internal factor, rather than an external factor, shaping a company's corporate image?
Quality of internal communication and employee conduct is an internal factor because it arises within the organisation and is controllable by management. Industry scandals, government policy changes and competitor campaigns originate outside the company, so they are external influences on image.
- AMedia coverage of an industry-wide scandal
- BQuality of its internal communication and employee conductCorrect
- CGovernment policy change affecting the sector
- DCompetitor's aggressive advertising campaign
Explanation
Internal communication and employee conduct are within management's control and arise inside the organisation. The other three originate outside the firm and are largely beyond its control, though they can influence image.
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