Reputation Performance: a portfolio selection approach

Andrikopoulos, A. and Koronis, E. 2007. Reputation Performance: a portfolio selection approach. International Journal of Business Performance Management. 9 (4), pp. 406-418. doi:10.1504/IJBPM.2007.013362

TitleReputation Performance: a portfolio selection approach
AuthorsAndrikopoulos, A. and Koronis, E.
Abstract

This paper introduces a normative view on corporate reputation management; an algorithmic model for reputation-driven strategic decision making is proposed and corporate reputation is conceptualized as influenced by a selection among organizational priorities. A portfolio-based approach is put forward; we draw on the foundations of portfolio theory and we create a portfolio-based reputation management model where reputation components and priorities are weighted by decision makers and shape organizational change in an attempt to formulate a corporate reputation strategy. The rationale of this paper is based on the foundational consideration of organizations as choosing the optimal strategy by seeking to maximize performance on corporate reputation capital while maintaining organizational stability and minimizing organizational risk.

Keywordscorporate reputation, risk, portfolio management
JournalInternational Journal of Business Performance Management
Journal citation9 (4), pp. 406-418
ISSN1368-4892
Year2007
PublisherInderScience
Digital Object Identifier (DOI)doi:10.1504/IJBPM.2007.013362
Publication dates
PublishedJan 2007

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Reputation performance: a portfolio selection approach
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