Steinway: A Case of ‘Reputation by Design’

R. L.M. Dunbar, R. Garud, S. Kotha

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Some innovations gain attention overnight. They seem to embody that which is new and functional, efficient and effective, and currently ‘in’. There is often a question, however, as to how long these sorts of innovations will actually endure. Moreover, if they do, it is also often unclear as to what it is about them that enables them to establish a reputation that extends beyond the short term. Yet somehow and for some products, a fine reputation not only emerges but becomes institutionalized. What are the elements of this reputation-generating process? How does it occur? We use the Steinway & Sons case to explore this issue.

Original languageEnglish (US)
Pages (from-to)283-287
Number of pages5
JournalCorporate Reputation Review
Issue number3
StatePublished - Apr 1 1998

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management


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