Corporate Reputation : A Research Agenda Using Strategy and Stakeholder Literature

This article explores three literature bases in some depth: strategy, stakeholder/social issues, and the newly emerging works in reputation. The focus is on the potential research and practical overlaps that exist in these literatures. A model of reputation is developed that highlights these research opportunities for scholars in all three endeavors.A model of reputation formation is developed that can be used for further study and action. Throughout the analysis, various research avenues are suggested for active consideration