Abstract
The concept of firm reputation is tightly connected to the concept of corporate social responsibility and implicitly to that of
sustainable development. Reputation is the achieved result of the company out of factors such as economic viability, social
involvement and ecological health. The strength of a firm`s reputation is the ability to empower with core competences and use
them efficiently for both creating economic value and meeting the legal interests of the stakeholders. The main assumptions that
are the basis of our model of assessment and management of reputation capital are the ideas that economic value is the result of
making the best of core competences and the accumulation of reputation capital is the effect of the balance between the specific
contributions of the stakeholders and the recompenses they receive from the company. The model is an index of the capital of
firm reputation. The reputation concept opens a finely tuned and rich perspective over the global performance of the company,
revealing the multitude of effects, not only the economic-financial and commercial ones, created by the business. The social
impact, and especially the ecologic one represent fundamental dimension of the real efficiency of the economic value creation
processes. The quantification of this impact, under the form of „ecological actives“, and their incorporation in the value of the
company may be regarded as a stimulation for laying stress on orienting the business strategies according to the requirements of
the sustainable development.