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Reputation is one of the most complex assets of an organization. Despite the call for consistent management of corporate reputatation, comprehensive approaches to measure and steer a company's reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, prceptions and corporate reality in order to foster behavior that helps a company achieve its business goals

Das institutionalisierte Rating von Verkäufen bei Internet-Auktionen ist ein wirksames Instrument, um Kooperation bei Transaktionen hervorzurufen. Auf Grund dieses Systems haben Verkäufer ein Interesse, in Reputation zu investieren und sich kooperativ zu verhalten. Wir haben diese Zusammenhänge, insbesondere die Frage nach der Existenz und dem Ausmaß einer "Prämie auf Reputation", empirisch untersucht (Diekmann und Wyder 2002). Ulrich Brinkmann und Matthias Meifert formulieren nun in einer Replik auf unsere Studie verschiedene Einwände, die wir in diesem Beitrag diskutieren. Insbesondere setzen wir uns mit der Kritik an der Messung von Reputation auseinander. Weiterhin gehen wir der Frage nach, ob die Institutionalisierung eines Reputationssystems hinreichend ist, um Kooperation hervorzubringen und zu stabilisieren, oder ob es dazu äußerer Sanktionsinstanzen bedarf, wie Brinkmann und Meifer argumentieren. Diese Frage kann allerdings nur anhand weiterer experimenteller oder Simulationsstudien beantwortet werden.

This paper introduces the concept of reputation‐set, identifies and discusses two major bases for reputation that characterize such sets, specifying ascription‐sets and achievement‐sets, and proposes a series of theoretical propositions about the functioning of reputation‐sets. In addition, we introduce the concept of reputation maps, which are heuristic depictions of the central variables in reputation‐set management, and provide a means to track and assist in management of such sets. The growth of social media outlets (e.g., Twitter, Facebook, and Instagram) has accelerated attacks on reputation, and the speed with which such attacks can be launched. This requires a more systematic understanding of the structure and functioning of reputational systems and, in particular, of reputation‐sets.

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