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.

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