A perception group decision model to evaluate corporate reputation

Corporate reputation is an intangible asset of great value for the enterprise, its identification and its effective management may result essential for entrepreneurial survival and its sustainability along the time. Different models have been developed to evaluate the corporate reputation where the information aggregation processes need to represent the interactions of heterogeneous groups of experts. These traditional methods don´t represent the concept of perception groups used in corporate reputation models producing inadequate aggregations for these types of problems. The purpose of this paper is to present an alternative decision model where the information fusion processes are a function of the aggregate values in order to model the perception group and aggregate the expert´s opinion in corporate reputation evaluation problems.