ABSTRACT
The subsequent step of the adopted cycle is the selection of the sample and the construction of the measuring instrument. It was important to define the surveyed population to learn the opinions of the family businesses which were the subjects of research and identify the core elements of the concept of family business reputation management and their relationships. In addition, in terms of the adopted research objectives, efforts were made to conduct as many interviews as possible with representatives of medium-sized and large enterprises with at least 20 years on the market, which are supposed to have a relatively well-developed reputation management policy. The process of value creation involving stakeholders should include their identification, the definition of common areas of the interest, objectives and benefits, as well as the challenges faced by the company in building relationships with the groups.
