The purpose of this research is to determine the specificity of and prerequisites for the formation of an effective image of a manager in market conditions. The research used a set of theoretical and experimental methods: theoretical (analysis, generalization, systematization), empirical (observation of the peculiarities of managerial activity in modern organizations, presence or absence of a positive image of a manager in said organizations, with a view to determining the level of development of the motivational, cognitive, operative, and personal components of the readiness of modern organization managers for forming a positive image). The analysis of the “manager image” concept in the context of current trends in the development of management and social relations found that the peculiarity of the manager image in modern conditions is its close relation to the principle of continuous improvement of personal moral and professional qualities that are important in the modern business world. The constituents of the manager image were identified and characterized. It was found that the manager image emerges in the consciousness and subconscious of subordinates due to natural workplace and personal interaction with the manager. The fundamental factors in the formation of a positive modern manager image in transition economies should be professionalism and active communication between the manager and subordinates, company owners, and the general public, based on honesty and transparency, as well as flexibility, adaptability, versatility, and relevant knowledge in the field of management.

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