Positive reputations can be a source of competitive advantage. The EOC status is an attempt to enhance a member firm’s reputation as one that values its employees. A very recent series of commercials promoting Continental Airlines demonstrates that one of their main marketing goals is to enhance the Airline’s employment brand by communicating its achievement in being named to Fortune’s list of Top Companies to work for. It seem Continental’s strategic architecture highlights that possessing EOC status is a core competence and as such will provide a sustained competitive advantage. If you view the organization as a “portfolio of skills” the rationale for Continental’s strategy becomes intuitive (Prahalad & Hamel. 1990). Indeed human capital is a significant Competitive resource Lawson & Hepp 2001).