THE EFFECT OF REPUTATION ON THE DECISION TO JOINT VENTURE
通过实验模拟CEO决策，发现声誉是多维的，决策者的信息处理方式会影响声誉的作用，产品和管理声誉最重要，且无论目标公司是供应商还是竞争对手，声誉都影响合资决策。
This paper focuses on the impact that reputation has on the decision to proceed with a strategic alliance. Employing reputation constructs adapted from the Fortune Corporate Reputation Survey, we manipulated a target firm’s reputation in an experimental design. The subjects were placed in the role of CEO of the partner firm and asked whether they would engage in the alliance. Findings indicate that (1) reputation is a multidimensional construct, (2) the personal information-processing characteristics of the decision-maker mediate the reputation effect and may suppress the reputation information, (3) subjects may compensate weaker elements of reputation for stronger ones when making decisions, (4) product and management reputation are the most important factors, and (5) reputation is a factor affecting the decision regardless of whether the proposed target is a supplier or a competitor. © 1997 by John Wiley & Sons, Ltd.