A positive corporate reputation can be crucial to successful venture development. Making use of the Strategic Reference Point theory, four reputation strategies were conceptualized: 1) dynamic exploitation of existing assets; 2) development of core competencies; 3) image management; and 4) strategic alliances. In a comprehensive investigation of three software enterprises in Israel, companies were found to differ in policies that possibly could lead to a good reputation. One company emphasized the long-term establishment of core competencies and remained a fairly unknown enterprise. A second company accentuated the short-term exploitation of assets and had a middling success in reputation building. A third enterprise invested in a broad spectrum of reputation building strategies and quickly developed a reputation for excellence in the field. In conclusion, corporate success often depends on the extent to which managers develop an integrated package of policies for systematically building the intangible asset of corporate reputation.

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Ein -Karem, Jerusalem.The articel presents the main outcomes and conclusions of a two year research sffort directed to study the causes of human errors in a ReaniratoryIntensive Care Unit (ICU). In the course o f the study, doctors and nurses recorded errors in treatment routines that were committed during their daily work. Over a period of 4 months w e collected 554 errors, which were independently judged for their criticality. In addition, 4 8 . twentyfour hour, observations were conducted, of all activities at a patient bed.A total o f 8178 activities were recorded over the 46 observations. W e also performed a detailed human factors analysis of the patient bed as a work station.' I t w a s found that the dominant cause of errors are problems related to complete and clear documantation and transfer of information between staff members. Additional causes were lack of standatization i n equipment composition and layout, as well as absence o f adequate marking and labeling. These problems s e e m s : t o be equally relevant to other ICU's visited by the team. Remedial steps are presently being implemented.

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