THE INFLUENCE OF MODERN SOLUTIONS ON THE COMPANY'S IMAGE IN THE PROCESS OF GLOBALIZATION

Changes occurring in economic and social processes (globalization) and development of new information technologies (IT) influence companies' attitudes towards operating and effectively competing in the global market. Those changes result in increased demand for new tools and functions increasing operations' efficiency, increasing flexibility, enabling better communication with the environment, building competitive advantage and so on. Development of information systems allows improvements in companies' activities, and results in the creation of new products and services responding to the increase in customers' needs and requirements. The ability to cope with the expectations of modem management significantly influences the way in which a company is perceived by the environment, its image and its competitive position. Image plays an important role for each company, especially for the service-based ones. It influences the way in which the company is perceived and is evaluated by its environment from the point of view of its relationship with the external and internal environment, services' offer, its reliability and trustworthiness. The company image is changing in time and space, it can be shaped and it is influenced by new trends and opinions emerging in the modem world. As a result, companies constantly search for new solutions that would allow them to distinguish themselves in society and help them to acquire new customers. This paper aims at presenting some of the organizations' actions that may influence their market image ECR Efficient Consumer Response, RFID - Radio Frequency Identification, CSR Corporate Social Responsibility.