In Business to Business (B2B) markets, a wrong decision when it comes to the choice of a business partner may harm the company’s ability to survive and thrive into the future. This paper intends to assess corporate reputation both from the perspective of internal and external stakeholders. This is attempted by drawing from the work of Davies et al. (2001) and their development of a corporate personality scale with the purpose of measuring reputation. Davies’ scale has over the years been frequently used in B2C contexts and it has therefore become necessary to adapt it to a B2B setting, a clear objective of the current research. The aim of the research was to ascertain the viability of adding a new dimension to the aforementioned corporate character, also called the corporate personality scale, initially conceived and applied in B2C contexts for the purpose of measuring reputation in B2B markets. It aims to do so by proposing a new dimension, “Commitment” to the current framework, which has been proven to be statistically robust, reliable and an important predictor of stakeholder satisfaction.

In Business to Business (B2B) markets, choosing the wrong business partner can reduce the company’s ability to survive and thrive into the future. Stakeholder involvement in organizations and the complex set of interactions between stakeholders and the organization, expressed in formal and informal relationships and characterized by a wide array of experiences, impressions, facts, perceptions, beliefs and knowledge, all of these contribute in different measures to organizational reputation.

Brisa Innovation and Technology (BIT), a Portuguese company, operates based on an open innovation model in which it assumes the role of orchestrator in the development of new products. This is achieved by means of an inclusive virtual factory model, whereby various stakeholders are involved, including universities, technology centers, startups and suppliers. The creation of innovation ecosystems arising from this particular type of process makes this model particularly suitable to Brisa, in that it allows for the coverage and development of a broad range of skills, with a reasonably low outlay of scarce and expensive resources. The existence of a model of this nature and with these characteristics allows Brisa to assume the role of a catalyst for innovation, thus contributing to the country’s welfare in the way of imports substitution. It does so by stimulating the production of knowledge in domestic sectors of industry and enhancing the organization’s role in the development of an information systems sector in Portugal.

Knowledge Management Journal, Corporate Reputation, Business to Business (B2B) Markets, Brisa Innovation and Technology (BIT), Measurement Methods, Corporate Personality, Adapted Scale.