Impact assessment between the city and the company reputation Effect of the reputation of the city of Győr and Audi Hungaria Motor Kft. on each other

Absztrakt

Since intense competition exists for customers on the consumer goods market, cities of the 21st century compete for the inhabitants, tourists, investors and companies. In this contest the image and good reputation of the city is one of the biggest feats of arms. The economy of the dynamically developing city Győr is based on several system changes in the automobile industry. Its main economic pillar is the major international company which has had its headquarter in Győr since 1993, Audi Hungaria Motor Kft. (AHM). During our research through questioning one of the main stakeholders of the city and the company as well, we tried to ascertain the effect of AHM on the reputation of the city. According to the above mentioned, the main goal of the study, after setting out the theoretical background, is to reveal how the headquarter city and the company interact in their reputation, based on the point of view of the investors as stakeholders.