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But reputation researchers have given little heed to the comparative context. Firms can look better, and often worse, by comparison with other firms, not just by comparison with their own histories. As the opening quotes point out, one firm’s poor behavior can taint the reputation of all firms in an industry. On the other hand, one firm’s exemplary behavior can ratchet up expectations, leading to a decline in the reputation of firms that do not keep pace. For example, a firm’s $ 10m charitable donation would make its rivals’$ 1m donations seem paltry by comparison.

To effectively manage corporate reputation, then, firms must look beyond their corporate borders. They need to understand how their reputations and their performance are influenced by inter-organizational interdependence, and they need to understand how they can manage this interdependence. This special issue aims to bring us closer to such an …