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82 Mapping the Field

Table 3.4 Overview of the Fortune, Reputation Quotient and Financial Times
reputation surveys

Fortune ‘Most Admired Reputation Quotient Financial Times ‘Most
Corporations’ (US) Respected Companies’
Method and Annual survey of over A large sample of Annual questionnaire to
sample 10,000 senior executives, respondents (approx. 1,000 CEOs/senior executives
outside directors and 8,000) is interviewed to in over 20 countries
financial analysts. nominate companies. and 22 business sectors,
Nominated companies complemented with a
are subsequently rated selected cross-section of
by an even larger sample fund managers, NGOs and
(over 20,000). media commentators.
Measure Ranking is based upon the Ranking is based on the Simple ranking on the basis
compilation of assessments sum of attribute ratings, of nomination by CEOs, and
given by respondents of with each attribute weighted by GDP of the
the ten largest companies contributing equally to respondent’s country.
in their own industry on the calculation of the
nine criteria of ‘excellence’. overall RQ, and weighted
to be representative of
the US adult population
on factors including age,
sex, education, race,
ethnicity, household
income, as well as other
non-demographic
variables.
Attributes Quality of management, 20 attributes within 6 Most important unprompted
included quality of products and dimensions: products reasons given behind
services, innovativeness, and services, financial nominations are business
long-term investment performance, workplace performance (growth and
value, financial soundness, environment, social long-term profitability) clear
ability to attract, develop responsibility, vision and leadership and people
and keep talented people, leadership, and emotional management, effective
responsibility to the appeal. strategy of market
community and the capitalization, high quality
environment, wise use products and services,
of corporate assets, global policies and procedures
acumen. to assess businesses’
environmental impact.
Top 10 Wal-Mart Johnson & Johnson General Electric
companies General Motors Harley Davidson Microsoft
(2002/2003) Exxon-Mobile Coca Cola IBM
Ford Motor UPS Coca-Cola
General Electric General Mills Toyota
Citigroup Maytag Sony
Chevron Texaco Eastman Kodak General Motors
IBM Home Depot Wal-Mart
American Internat. Group Dell 3M
Verizon Communications 3M Dell