This study examines the role of reputation on decision making under ambiguity. Drawing on social cognition and behavioral theories, we propose that a firm's reputation exerts dual pressures on its decision making under ambiguity. On the one hand, reputation increases firm aspirations for future...

Management scholars have established the importance of reputation for firm performance but the mechanisms through which reputation can be accumulated are still to be explored. While some researchers have proposed that reputation accumulates through causally ambiguous social processes and can be...