An Academic Perspective on Reputation…, by Yuri Mishina, Assistant Professor of Organisational Behaviour/Strategy, Imperial College London
- 2. What is it? Some caveats What we know What we think What we don’t know
- 3. • Studied by lot of different disciplines • Used to mean different things • A lot of different and related literatures ...so what is reputation?
- 4. • Audience-specific • Multidimensional – Being known – Being known for something – Generalized favourability
- 5. • Benefit of the doubt/credibility • More attractive for joint ventures • Perceived as a less risky investment • Greater market dominance • Higher accounting performance • Can protect you when bad things happen A good reputation can be useful...
- 6. • Good reputations can also hurt: – Targeting by activists – Higher expectations • Downsizing hurts reputation, even when analysts suggest it • People see and focus on different things • Rankings recreate rankings
- 7. • Most work has been on “good” reputations • Most work on Fortune’s Most Admired Companies list • A lot of work is theoretical
- 8. • Anticipatory impression management can help • Two different types of reputations... – Reputations may grow and decline in different ways – Different tactics might help for different types of reputations
- 9. • Cross-level effects • Bad reputations • Unintended consequences • Audience effects • Cognitive and psychological effects • Reputation versus reality
- 10. • Industry, firm, executives • Coherence across levels Executives Firm Industry
- 11. • Lasting effects? • Building versus repairing?
- 12. • Damaging or constraining nature of good • Beneficial or enabling nature of bad
- 13. • Coherence vs. disagreement within and across audiences • Clusters? • Power and politics
- 14. • Associations between cues and evaluations • Cognitive evaluations vs. emotional reactions?
- 15. • When are reputations tightly coupled with reality? • When are reputations very different from reality? • What can be done to decrease or increase this gap? • Does reputation matter in all situations? • How much do reputations matter? • How much should you spend to improve a reputation?