ABSTRACT
The most important values for the respondents included common goals, integrity towards stakeholders, profit, reliability and responsibility. If the company is committed to achieving common goals, it will appreciate the knowledge, skills and abilities of employees; if the value is profit, it will be related to employee trust and loyalty, the quality of customer service. Stakeholders most closely linked to the company (through business profile, market type, industry, market segment, product specificity, owner, company activities and even emotions caused by certain behaviours) offer a stronger response to the company’s activities in the form of increased interest, positive feedback on social media, loyalty, more frequent purchases, etc. The importance of family business values in building reputation – an extensive review of the relevant literature shows that the distinguishing feature of family businesses and the starting point for family business reputation management are its values.
