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.

Children-Engaging Social and Environmental Initiatives as Determinants of Corporate Reputation

“…Social responsibility practice is considered a determinant of positive associations and favourability towards a company among consumers, the community and other stakeholders (Pomering & Johnson, 2009;Lin et al, 2012;Deng et al, 2013). The public opinion, which is formed on the ground of corporate social responsibility activities, is considered to be a part of corporate reputation portfolio (Smaiziene & Jucevicius, 2013). Via positive social reputation, corporate social responsibility provides indirect economic benefits (Linthisum et al, 2010) and the impact upon the company's competitiveness (Vilanova et al, 2009).…”

“…Corporate reputation management encompasses both economic and social (normative or moral) practices (Smaiziene & Jucevicius, 2013). Thus, corporate social responsibility (CSR) gains special attention in the field of corporate reputation management.…”

Impacto de los programas de aportes y donaciones de almacenes de cadena de Cartagena sobre la imagen y reputación

“…La imagen de marca y la reputación corporativa son conceptos sobre los cuales hay un gran debate centrado en si son conceptos cercanos o distantes (Smaiziene & Jucevicius, 2009;Neville & Bell, 2005;Cornelissen, 2004), discusión que no es objeto de este trabajo. La imagen de marca y reputación corporativa pueden ser adquiridas a través de la RSE, lo cual incluye la calidad de los productos, desempeño financiero, entorno social y servicios corporativos (Alsop, 2006).…”

Identity and reputation perceptual gaps and their effects on trust

“…A widely accepted approach perceives corporate reputation as a result of the amalgamation of stakeholders' opinions and attitudes towards a company (Smaiziene & Jucevicius, 2013). As Helm (2007) put it "reputation is rooted in the aggregated perceptions of the firm's stakeholders (pp.239).…”

“…To date, there has been no solid agreement on which are the main components of reputation and the kind of relationship that exists among them. In different sources of literature, the same phenomena are treated as the components of reputation, the determinants, or consequences (Smaiziene & Jucevicius, 2013).…”