Structural Composition of a Corporate Reputation Portfolio (Sustainable Development Perspective)

Abstract

The paper explores corporate reputation as a network of specific reputations associated with a company. A collection of the strategic reputations, selected by the key decision-makers in a company for a systematic management and investments with expectations for future returns to the company, comprises a corporate reputation portfolio. The paper presents a conceptual explanation of how to create structural composition of a corporate reputation portfolio. On the basis of stakeholder heterogeneity, multiple expectations and corporate sustainability, two groups of the components of the portfolio-co-reputations and sub-reputations-are distinguished and integrated into a framework of a structural composition of a corporate reputation portfolio.