The Good, the Bad, and the Unfamiliar: The Challenges of Reputation Formation Facing New Firms

23 Pages Posted: 26 Feb 2007

See all articles by Eileen Fischer

Eileen Fischer

York University - Schulich School of Business

Rebecca Reuber

University of Toronto - Rotman School of Management

Abstract

How do new firms first develop reputations among their stakeholders? Past studies offer insights on positive signals that a new firm can send, but say little about how stakeholder group members process such signals and come to share beliefs that a new firm possesses a desirable set of attributes. This process is particularly important to understand given that both negative and positive signals are often received about new firms. Our article draws on social cognition theories to develop insights regarding the process by which stakeholder groups develop reputational beliefs about new firms and to identify factors that facilitate or impede the development of reputations.

Suggested Citation

Fischer, Eileen and Reuber, Rebecca, The Good, the Bad, and the Unfamiliar: The Challenges of Reputation Formation Facing New Firms. Entrepreneurship Theory and Practice, Vol. 31, No. 1, pp. 53-75, January 2007. Available at SSRN: https://ssrn.com/abstract=965053 or http://dx.doi.org/10.1111/j.1540-6520.2007.00163.x

Eileen Fischer (Contact Author)

York University - Schulich School of Business ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

Rebecca Reuber

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada
(416) 978-5705 (Phone)

HOME PAGE: http://www.rotman.utoronto.ca/reuber/contact.htm

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