Reputation as an Intangible Asset: Reflections on Theory and Methods in Two Empirical Studies of Business School Reputations

In this commentary, two studies of reputation that use different theoretical perspectives and modeling strategies to analyze the same data are compared. The purpose of the commentary is twofold: (a) to articulate the consequences of different modeling strategies for studying organizational reputation empirically and (b) to highlight some core theoretical issues concerning the attributes of reputation as an intangible asset. It is hoped that the commentary will provide some guiding points for future research seeking to develop a better understanding of reputation as an intangible asset.