Corporate reputation has become an important component of today's business literature. Numerous academic studies and interest in coverage increase regularly. Parallel to this increasing emphasis, a significant opportunity is open to several actors. However, the discipline is suffering from institutionalization. This paper explores the emergence of methodological problems as signals of institutionalization of a new paradigm and underlines the importance of methodological criticisms. By specifically emphasizing the measurement of corporate reputation, this paper identifies methodological threats. A case study is included as an example and to provide further learning.