Corporate culture interplay issues in global economy

This article is devoted to the study of insurance business development in Ukraine and Russia in the late XIX – early XXI centuries, generation and identification of special aspects of formation and use of sacred art elements in corporate identity of insurance companies.
The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art.
Corporate identity gives insurers a new methodology for managing marketing communications. The author proves the corporate identity of insurance companies and its place in the system of marketing communications. Due attention is paid to corporate identity of National Joint-Stock Insurance Company “Oranta” (Ukraine), Insurance LLC “Oranta” (Russia) and Insurance Company “Rossiya” (Russia). There are given examples of the use of Orans (Oranta) and the Burning Bush icons inscriptions in corporate identity of insurance companies. The author describes icons in corporate identity of insurance companies and definitely their role in the communication process. Conflict situations over the use of the Orans brand in Ukraine are analyzed. The need to be careful enough in using sacred symbols in the corporate style of insurance companies is emphasized. Evolution of the logo insurance companies is presented.
Examples of integrating corporate identity into the strategy and tactics of insurance companies are shown.

Nowadays, the development of an effective corporate image model is a topical issue. Under increasing competition in many economic spheres, forming the company’s reputation and meeting the growing needs of consumers are especially noteworthy. The purpose of the article is to develop a set of marketing measures that would contribute to the formation of a positive corporate image of business entities and support it in the long run. The relationship between the research subject and the consumer needs is highlighted. The article deals with the features of behavioral economics and general approaches to shaping the corporate image. It is proposed that business entities should take into account five target segments, including clients, suppliers, shareholders, employees, and intermediaries when forming a positive corporate image. It is noted that each of these subjects is an “econ” who does not make rationalistic decisions, but places emphasis on spontaneity and emotionality. It is also noted that it is difficult to predict the situation of forming a positive corporate image of business entities. The results of this article can be used in further research and taken into account when creating a corporate image of an enterprise.

The Great Silk Road offers a high potential for the cultural and heritage tourism development as more travelers are interested in the past and culture of the others. The aim of this study is to examine the relationship between patriotism, cultural openness, ethnocentrism and outcomes of tourism in the context of the Central Asia. The study uses a quantitative approach. A survey method was applied to collect data from 146 local residents living in the heritage tourism areas. The analysis included descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) analysis. The obtained results demonstrate that patriotism had a significant positive impact on ethnocentrism of local residents, while cultural openness had a negative impact on ethnocentrism. The ethnocentric attitudes of residents were significantly related to the positive and negative outcomes of tourism. Recommendations are provided for addressing problems related to cultural differences and regional cooperation for better understanding, tolerance, and social interactions between people living in the countries of Central Asia. This study contributes to the academic literature by integrating ethnocentrism and its antecedents with positive and negative outcomes of cultural tourism. It is of value to tourism practitioners and local policy makers in the Silk Road countries.