Abstract
Corporate reputation has received considerable attention in the managerial academic literature. Whereas most research has focused on financial performance of corporate reputation, research on corporate reputation pointing to innovative performance and corporation internal mechanisms to influence innovative performance achieve has only recently emerged. Since little is known about how corporate reputation affects innovative performance, this study tests the separate moderating effects of human capital and social capital on the relationship between corporate reputation and innovative performance empirically. The sample is derived from a panel dataset of eighty-six Taiwan high-tech firms, covering six high-tech industry sub-sectors for the period 2004–2012. This study not only finds that better human capital moderates between corporate reputation and innovative performance, but also yields novel insight into the higher social capital decreases the effect of corporate reputation on innovative performance.
Highlights
Most of the relationships among innovative performance, organizational culture (Walker, Damanpour & Devece, 2011), organizational behavior (Koch, 2011), marketing strategy (Wu, 2011), and changeable external environment (Sohn & Jung, 2010) have previously been examined
Drawing from technological management thinking that emphasizes the role of external social network relationships, this study examines how social capital in the high-tech industry moderates the effect of corporate reputation
This study investigates the separate moderating roles that human capital and social capital play in explaining corporate reputation differences in innovative performance
Summary
Most of the relationships among innovative performance, organizational culture (Walker, Damanpour & Devece, 2011), organizational behavior (Koch, 2011), marketing strategy (Wu, 2011), and changeable external environment (Sohn & Jung, 2010) have previously been examined. Research on corporate reputation has identified the benefits of good reputation in explaining how a high-tech firm may benefit and best strategically position itself through its reputation (Wang, 2013). These benefits of a good reputation are seen as including higher customer retention rates, increased sales, higher product selling prices, and reduced operating costs. Despite those potential benefits, questions of the relationships between corporate reputation and innovative performance continue to be raised in technology industries. This research gap, and the need to illuminate the conditions that influence innovative performance, motivate this study
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