Authors: Andreas Andrikopoulos, Epaminondas Koronis
Addresses: Department of Financial and Management Engineering, University of the Aegean, 31 Fostini Street, Chios 82 100, Greece. ' Warwick Business School, University of Warwick, Coventry CV4 7AL, UK
Abstract: This paper introduces a normative view on corporate reputation strategic management. Reputation performance is conceptualised as the outcome of complex processes and social interactions and the lack of a holistic reputation performance management framework is identified. In an attempt to fill this gap, a portfolio-based approach is put forward. Drawing on the foundations of modern portfolio theory we create a portfolio-based reputation management algorithmic model where reputation components and priorities are weighted by decision makers and shape organisational change in an attempt to formulate a corporate reputation strategy. The rationale of this paper is based on the foundational consideration of organisations as choosing he optimal strategy by seeking to maximise their reputation performance while maintaining organisational stability and minimising organisational risk.
Keywords: reputation performance; corporate reputation; modern portfolio selection; business strategy; organisational risk; strategic management; business performance management; organisational change; organisational stability.
International Journal of Business Performance Management, 2007 Vol.9 No.4, pp.406 - 418
Published online: 23 Apr 2007 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article