Abstract:
The image of an organization is the totality of perceptions that the public has about it
and may differ from reality when it is un known, understood or communicated incorrectly. The
i mage crisis occurs when goods or services are no longer search ed the same on market and the
goals honesty, fairness and legality of the organization actions becom e topics of public or legal
debate. We will analyze the image crisis for the DACIA C ompany because products and services
of this company have always been an intense topic of discussion and because it is the mai n
producer of automobiles in our country.
