Measuring Up: The Challenge of Measuring Intangibles in Organization Research

Wednesday, March 11, 2026 from 11:00 am to 12:00 pm

• Virtual event
• Zoom meeting link
• Cost: Free

• Contact
• Jaclyn Legge, jaclyn.legge@carleton.ca

https://carleton-ca.zoom.us/j/98762143989

Presenter: Dr. Naomi Gardberg
Associate Professor
Baruch College, CUNY

Presentation Abstract

According to the World Intellectual Property Organization (WIPO) intangible assets, such as intellectual property, corporate reputation and other social evaluations, accounted for 90% of corporate value in the United States in 2024. Worldwide corporate intangible value has increased 13-fold since 1996. The creation, transfer, and maintenance of intangible assets as well as intangible liabilities across institutional environments has been Dr. Gardberg’s core research area since her dissertation. Understanding of intangibles and social evaluations is evolving as polarization and technological change affect the underlying theoretical mechanisms underlying research. During her talk, Dr. Gardberg will introduce the measurement of intangibles and describe challenges and opportunities for future academic careers.

Author’s Biography

Naomi A. Gardberg, (Ph. D., New York University) is an Associate Professor of Management at Baruch College, CUNY. She serves as Academic Director of the Executive MS in Human Resource Management and Co-Editor in Chief of Business & Society. Her research focuses on corporate reputation, stakeholder management, and global governance. Her work in these areas has been published in the Academy of Management Review, Business & Society, Journal of Business Ethics, the Journal of International Business Studies, and Social Forces. She also has published a co-edited book “Global Aspects of Reputation and Strategic Management” and several cases. She is an International Research Fellow at the Oxford University Centre for Corporate Reputation.