“…Certain resources are capable of providing a competitive advantage for a firm (Barney, 1991(Barney, , 2001, and a large portion of these resources are intangible (Barney and Hansen, 1994;Black et al, 2000;Fryxell and Wang, 1994;Hall, 1992Hall, , 1993McMillan and Joshi, 1998;Teece, 1998). Among these intangibles, reputation has been regarded as one of the key elements in marketing and organizational positioning (Amis, 2003;Hall, 1993;Herbig and Milewicz, 1993) and may constitute the bulk of the worth of many organizations (Feldwick, 1996;Hall, 1992).…”