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A positive corporate reputation can be crucial to successful venture development.
Making use of the Strategic Reference Point theory, four reputation strategies wereconceptualized: 1) dynamic exploitation of existing assets; 2) development of corecompetencies; 3) image management; and 4) strategic alliances. In a comprehensiveinvestigation of three software enterprises in Israel, companies were found to differin policies that possibly could lead to a good reputation. One company emphasizedthe long-term establishmentof core competencies and remained a fairly unknownenterprise. A second company accentuated the short-term exploitation of assets andhad a middling success in reputation building. A third enterprise invested in a broadspectrum of reputation building strategies and quickly developed a reputation for
excellence in the field. In conclusion, corporate success often depends on the extentto which managers develop an integrated package of policies for systematically buildingthe intangible asset of corporate reputation.
*An earlier version of this paper was presented at the 2nd International Conference onCorporate Reputation, Identity, and Competitiveness, Amsterdam, 1998. We are grateful for thefinancial support of the Israel Ford Foundation Trustees Fund and the VPR-Y. Apter ResearchFund at the Technion. Nurit Goldberg was crucial in the rewriting of the paper, and weacknowledge the helpful comments of the editor Patrick C. Mann and two anonymous reviewersof the JSBM. Special thanks go to senior managers at the three software enterprises who
aided the researchers with their work.Dr. Goldberg is associate professor of organizational sociology at the Technion-Israel Instituteof Technology. His research interests include the management of knowledge, workers,and Entrepreneurship.
Dr. Cohen is adjunct lecturer in organizational behavior at the Technion-Israel Institute ofTechnology. Her research interests include strategies for establishing corporate reputations andhigh-technology entrepeneurship.
Dr. Fiegenbaum is associate professor of global competitive strategy at the Technion-Israel
Institute of Technology. His research interests include global competitive strategy and entrepreneurship
in emerging high-technology firms.

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