TY  - CHAP
AB  - Strategic management researchers have devoted increasing attention to the study of corporate reputation over the past two decades. Reputation has been conceptualized as a valuable intangible asset, and numerous studies have sought to identify its antecedents and foundations. This chapter recommends a dynamic approach toward reputation research. We argue that studies should examine the processes through which reputational assets are accumulated and depleted over time (i.e. that they should attend to reputational “flows” in addition to reputational “stocks”). We specifically suggest that research focus upon particular corporate actions, examining how (and if) corporate reputations change in their wake. We provide pragmatic and theoretical rationales for this approach toward reputation research. We construct a framework for conducting dynamic, action-focused studies of reputational change. We provide general guidelines for designing such studies, and also provide some specific (i.e. “nuts and bolts”) advice about executing them. We provide one in-depth example of research conducted within this framework. We also identify a number of other corporate actions that could be readily examined using the same methodological and theoretical approach.
VL  - 3
SN  - 978-0-76231-339-6, 978-1-84950-436-2/1479-8387
DO  - 10.1016/S1479-8387(06)03011-6
UR  - https://doi.org/10.1016/S1479-8387(06)03011-6
AU  - Kraatz Matthew S.
AU  - Geoffrey Love E.
ED  - David J. Ketchen
ED  - Donald D. Bergh
PY  - 2006
Y1  - 2006/01/01
TI  - Studying the Dynamics of Reputation: A Framework for Research on the Reputational Consequences of Corporate Actions
T2  - Research Methodology in Strategy and Management
T3  - Research Methodology in Strategy and Management
PB  - Emerald Group Publishing Limited
SP  - 343
EP  - 383
Y2  - 2024/04/25
ER  -