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Can we adequately assess corporate reputation? The “No” side argues that reputation is contextually dependent and lacks a consensus definition. The “Yes” side argues that adequate does not equal perfect and that existing measures enable answering meaningful questions and making meaningful predictions. The “It Depends” side recognizes that several well-validated measures exist and set the stage for future conversations. Finally, we integrate these perspectives by recognizing we create solutions as we learn about problems in past research. The changing nature of the world, including expanding social media and changing social contracts, make this a very exciting time to study reputation.

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