Zarządzanie reputacją przedsiębiorstwa wobec sprzeczności oczekiwań interesariuszy

Due to the increasing importance of reputation in achieving long-term competitive advantage and building enterprise value serious challenge becomes effective management of the intangible asset. The main problem is the need to reconcile the interests of different stakeholder groups, which are beginning to have more and more important and the ability to impact on the functioning and performance of the company. The aim of this article is to identify the essential contradiction between the needs and expectations of the various stakeholder groups in the context of an effective reputation management.