REPUTATION is sticky --

it is costly to change, and tends to act as if it resists change.

REPUTATIONAL BLISS

Stakeholder groups perceive the reputations of the firm according to the issues they hold important. Thus, firms can have multiple reputations, depending on issue. We call a group of stakeholders that perceive the reputation of the firm on a particular issue, a reputational bundle. Note that the members of a reputational bundle may differ on the firm’s reputation in regard to the issue.

REPUTATIONAL BLISS is that condition that ensues when all reputational bundles (i.e., across all stakeholders and all issues) facing the firm hold positive affect toward the firm and the firm’s positions are driven by deontological decision making.