Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

Rhonda Reger

M. Watkins Distinguished Professor of Management
Cornell Hall
(573) 882-6905

Rhonda Reger is the M. Watkins Distinguished Professor and the Management Department Doctoral Program Coordinator at the Robert J. Trulaske, Sr. College of Business at the University of Missouri.  Dr. Reger’s current research focuses on strategies for managing firm-level social evaluations in the social media era and on strategies to foster high growth and technology entrepreneurship. Her National Science Foundation funded research explores how self-concepts support or impede faculty involvement in commercialization of university inventions. She founded the Entrepreneurship and Innovation Center housed in the Management Department and previously served as Management Department Chair.

Her award-winning research on competitive dynamics, social approval assets, and organizational identity has appeared in leading scholarly journals including the Academy of Management Journal, Academy of Management Review, Strategic Management Journal, Organization Science, Journal of Management, Journal of Management Studies, and Organizational Research Methods.


She is an International Research Fellow at Oxford University’s Centre for Corporate Reputation in the Said Business School. Numerous awards recognize her research, teaching, and reviewing skills. She has taught strategy, entrepreneurship and related courses to thousands of students at all levels from undergraduate to PhD, including students enrolled in joint engineering and business programs. She has worked with many large technology organizations including the Intel Corporation, Dow Chemical and the National Institutes of Health as well as startups and small to medium sized businesses. She has taught EMBA and doctoral students in the United States, China, Europe and Australia.


She previously served as the Nestlé Professor of Business Administration at the University of Tennessee where she was Director of Research for the Anderson Center for Entrepreneurship and Innovation and Director of the Strategy, Entrepreneurship & Organizations Doctoral Program. She previously held faculty positions at the University of Maryland (including Department Co-Chair and Faculty Director of the MBA Program), Arizona State University and the University of Illinois-Chicago. She earned a PhD in Strategic Management from the University of Illinois, Urbana-Champaign.


Additionally, Dr. Reger has served as an associate editor for the Journal of Management and on editorial review boards of several premier scholarly journals. She led the Managerial and Organizational Cognition Division and served on the Business Policy and Strategy Division’s Executive Committee within the Academy of Management, and led the Behavioral Strategy Interest Group within the Strategic Management Society.


BBA in Marketing - Texas A&M University

MBA and PhD in Strategic Management - University of Illinois, Urbana-Champaign


Journal Articles

Zavyalova, A., Pfarrer, M., & Reger, R.K. (2018) Commentary: Opening the black box of celebrity and infamy: Constituents as active consumers of media content. Academy of Management Review, 43(2), 329-332.

Zavyalova, A., Pfarrer, M., & Reger, R.K. (2017) Celebrity or Infamy?  The Consequences of Revealing an Organization’s Identity, Academy of Management Review, 42(3), 461-480.

Zavyalova, A.; Pfarrer, M. Reger, R.K & Hubbard, T.D. 2016. Reputation as a Benefit and a Burden? How Stakeholders’ Organizational Identification Affects the Role of Reputation Following a Negative Event, Academy of Management Journal. Vol. 59, Issue 1, 253-276.

Zavyalova, A., Pfarrer, M., Reger, R.K., & Shapiro, D. 2012. Managing the Message: The Effects of Firm Actions and Industry Spillovers on Media Coverage Following Wrongdoing, Academy of Management Journal, Vol. 55 Issue 5, 1079-1101.

Kiyatkin, L. Reger, R. K. & Baum, J. R. 2011. Thought Leadership on Business and Social Issues: Why U.S. Business Schools Lag Corporations and How They Could Improve, Journal of Corporate Citizenship. Vol. 41, 83-102.

Livengood, R. S. & Reger, R. K. 2010. That’s Our Turf!: Identity Domains and Competitive Dynamics. Academy of Management Review, 35: 48-66.

Duriau, V. J., Reger, R. K. & Pfarrar, M. 2007. A Content Analysis of the Content Analysis Literature in Organizational Studies: Research Themes, Data Sources, and Methodological Refinements, Organizational Research Methods. 10(1): 5-34. Sage Best Publication for 2007 Award.

Mullane, J. V., Gustafson, L.T. & Reger, R.K. 2002. Entrepreneurs in High Velocity Environments:Leveraging Cognitive Independence, Journal of Business and Entrepreneurship, Vol. 14, No. 2, pp. 133-150.

Reger, R. K., & Palmer, T. B. 1996. Managerial Categorization of Competitors: Using Old Maps to Navigate New Environments. Organization Science, 7:22-39.

Noble, C. H., Stafford, E. R. & Reger, R. K. 1995. A New Direction for Strategic Alliance Research in Marketing: Organizational Cognition. Journal of Strategic Marketing, 3: 145-165.

Reger, R. K., Gustafson, L. T., DeMarie, S. M. & Mullane, J. V. 1994. Reframing the Organization: Why Implementing Total Quality is Easier Said Than Done. Academy of Management Review, 19: 565-584.
Reger, R. K., Mullane, J. V., Gustafson, L. T. & DeMarie, S. M. 1994. Creating Earthquakes to Change Organizational Mindsets. Academy of Management Executive, 8(4): 31-46.
Lyles, M. A., & Reger, R. K. 1993. Managing for Autonomy in Joint Ventures: A Longitudinal Study of Upward Influence. Journal of Management Studies, 30: 383-404.
Reger, R. K., & Huff, A. S. 1993. Strategic Groups: A Cognitive Perspective. Strategic Management Journal, 14: 103-124.

This article was also summarized by M. Shanley in the `Translations' section of Academy of Management Executive, 7(4): 82-83.

Reger, R. K., Duhaime, I. M., & Stimpert, J. L. 1992. Deregulation, Strategic Choice, Risk and Financial Performance. Strategic Management Journal, 13, pp. 189-204.
Reger, R. K. 1990. Managerial Thought Structures and Competitive Positioning. In A. S. Huff (Ed.), Mapping Strategic Thought, Chichester, England: Wiley, pp. 71-88.
Reger, R. K. 1990. The Repertory Grid Technique for Eliciting the Content and Structure of Cognitive Constructive Systems. In A. S. Huff (Ed.), Mapping Strategic Thought, Chichester, England: Wiley, pp. 301-309.
Huff, A. S. & Reger, R. K. 1987. Review of Strategic Process Research. Journal of Management13, pp. 211-236.

Zavyalova, A., Pfarrer, M., & Reger, R. K. (2017). “Celebrity or Infamy? The Consequences of Revealing an Organization’s Identity,” Academy of Management Review. 42(3), 461-480.

Book Chapters

Rindova, V., Reger, R. K., Dalpiaz, E. 2012. The Mind of the Strategist and the Eye of the Beholder: The Socio-cognitive Perspective in Strategy Research, Handbook of Research on Competitive Strategy, Giovanni B. D'Agnino (Ed.), Edgar Elgar Publisher, c 584 pp Hb 978 1 84720 044 0.

Albert, S, Ashforth, B.E., Gioia, D.A., Godfrey, P. C. (moderator), Reger, R. K., Whetten, D. A. 1998. Chapter 8: Epilogue: What Does the Concept of Identity Add to Organization Science?, in Identity in Organizations: Building Theory Through Conversation. (Dave Whetten and Paul Godfrey, eds), Sage.

Reger, R.K., Barney, J., Bunderson, S., Foreman, P., Gustafson, L.T., Huff, A., Martins, L.L., Sarason, Y. and Stimpert, J.L., 1998. A strategy conversation on the topic of organizational identity. Identity in organizations: Developing theory through conversations, 99-168. (Dave Whetten and Paul Godfrey, eds), Sage.